In his 5th and 6th episodes of I Can't Stop Thinking Scott McCloud discusses monetization of web comics. In Coins of the Realm - Part 1, he mentions that many site rely on advertisements as opposed to direct payment. I agree users will leave if they are forced to fill out a form and supply their credit card information. I think that something like iTunes works so well because all the user has to do it click the buy now button.
Coins of the Realm - Part 1
Coins of the Realm - Part 2
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