For those who read the Marvel PR, it seems like it was unclear.

@RyanHigginsRyan Wow. I misread the email from Marvel before I saw this but BC is right. This is really bad — Travis Pratt (@Travispratt87) January 6, 2017

But for those who read the Bleeding Cool report, it was very clear indeed. And they kicked off.

Marvel are ditching the current "buy physical get digital" offering, where readers who buy the physical comic get a digital version of that comic for free, in favour of getting two classic Marvel titles free instead.

Or, three – I am told that the first week of titles will have three free digital comics. The same three free comics. And one of them is Civil War II #0.

Reaction from fans, retailers and even a pro or two has been swift.

WOW! This is legit awful, I have many customers that only buy physical Marvel comics because they get the code. https://t.co/ZIpqtqthUx — Ryan Higgins (@RyanHigginsRyan) January 6, 2017

I will be removing all @Marvel comics from my pull-list and going all digital (buying when there are sales). — Michael Perlman (@mjperljam) January 6, 2017

This is utter bollocks. I liked having both not some random book I don't want or already own. Fuck this. — Jamie D Slough (@JayDSlough) January 6, 2017

@Marvel Just because Civil War II was a dud don't take it out on me. — Steve Lilley (@SteveLilley) January 6, 2017

@RyanHigginsRyan I'll probably drop all honestly. I was just switching from digital only because of the digital codes. No point now. ???? — Sugie Zealot Felix (@DestructoKitteh) January 6, 2017

.@bleedingcool Not a fan of this decision. — Bomb Omni Man (@jookie7) January 6, 2017

Man @Marvel's stupidity continues. Sales will indeed go down from this digital code nonsense. Probably decrease faster now. — JD Miller (@JDMiller14) January 6, 2017

https://twitter.com/SageTerrence/status/817472104220258306

https://twitter.com/hellocookie/status/817472965684195328

So we'll no longer get a digi copy of the book we've bought, just some old issue (seemingly the same across the line)? Poor show, @Marvel. https://t.co/e0qkpZJTsJ — Al Kennedy (@housetoastonish) January 6, 2017

Not happy with Marvel's changes to the digital copy program, and it means I'll be trade waiting a lot more Marvel books. — C.P. Hoffman & Co. Dept Store 🏬 (@CPHwriter) January 6, 2017

I appreciate the desire to try new things, but this would drive me FROM my LCS. I WANT the digital copy of the title I bought! 1/2 — Jimbo Lamb (@misterlamb) January 6, 2017

@AgentM As a store owner, I implore you guys to reconsider the digital code changes. Have many customers who only buy physical because of it — Ryan Higgins (@RyanHigginsRyan) January 6, 2017

https://twitter.com/SarcasticBurke/status/817462623323176960

@RyanHigginsRyan Well, I guess I won't be buying any physical comics anymore. Real bummer. — Alan Johnson (@TheAlanJohnson) January 6, 2017

bloody hell I enjoyed collecting both. This is a dumbass move. #WTFMARVEL — G.N (@Kaneda_86) January 6, 2017

@bleedingcool marvel comics doing dumb stuff I'm shocked — harpooned through the ankle (@Damac1214) January 6, 2017

not great – looks like I'll be reducing the my marvel purchases! — Dazza (@Darrenandrews77) January 6, 2017

yeah Marvel went and fucked up. I like owning both digital and print from them cause then I wouldn't have to double dip — ZeroFlame16 (@ZeroFlame16) January 6, 2017

No kidding, I have at least two customers who buy a lot of Marvel who will more than likely drop most/all Marvel titles. — Ryan Higgins (@RyanHigginsRyan) January 6, 2017

But there are some on the other side.

@bleedingcool I'm pretty happy about this. Would rather get codes to comics I didn't just buy. — Namor Sub Mariner (@TheNamorPodcast) January 6, 2017

Okay, maybe one.

The thinking about this new offering is that for the reader, they are getting more bang for their buck, with three free digital titles, getting upwards of 4 issues for the price of one. It also changes every week, encouraging people to come back into retail stores to pick up the next batch, a clear cut way to get repeat foot traffic week in and week out. And helps to promote trade sales by offering the first chapter of a collection, usually one that is being released at the same time.

However, it does reduce the offering for those who like a digital copy of the physical items they buy, or who sell the code – from $1 to $2 and make back some of the $3.99 or $4.99 price point they paid for the comic. For many that made their comic as cheap – or cheaper – than the $2.99 DC Comics line. That will no longer be the case, and the value of such digital codes is likely to plummet as well.

Which is also probably what Marvel wanted – they didn't like their own digital sales being undercut by the print comics…