That was my reaction with Comixology today. Very slick reading feature which seems to look for panels, auto-zoom and frame them to match orientation, and appears aware of speech bubbles as well, so it fairly smartly moves from bubble to bubble, framed fairly naturally within the panel. Really impressive.
So I rummaged their catalog for Free items, came away with some meh comics, one winner (
100 Girls), and one utter drivel (
Dark Mists -- christ, somebody thought they could just write 1930s Japan without a single lick of research or experience; it's like
Shi,
but less cerebral 
) -- at which point I realized, hey, I have a bunch of comics I've been meaning to read. How can I do that?
Comic Zeal. WOoooooooOOOOOOooo!