Marvel's "slap in the face": At ICv2.com, retailer Mike Savage echoes Donald Riordan's displeasure about Marvel's discount subscription ads, calling them "a slap in the face to retailers":

"As well, Marvel.com now has a store where merchandise, including some hard-to-get action figures are for sale at competitive prices. Again, why do I have to compete with a publisher? This shows the large gap in communication between retailers and large publishing houses like Marvel. Medium size 'brick and mortar' stores are just left to deal with this. The only way you will ever be heard on issues like this is if you are in the 59% or higher discount bracket."

Noah Broessel of Pop Culture Paradise in Tempe, Ariz., also has a few choice words:

"Marvel is attempting to move customers from my store directly to them. Marvel could omit the ads for direct market books and keep them at the newsstands (which is what they will claim is the intended market for the ads), but then, when was the last time you saw a comics rack at Walgreen's, a grocery store etc.? They should cancel subscriptions altogether and just put a full-page ad for the comic book locator service."