Before Comiology sold out, you could subscribe to digital series, but I don't think it was as discounted as the print subscriptions through Marvel, because they weren't coming directly from Marvel and cutting out the middle man. I often wonder, if the biggest obstacle to digital comics being a bigger percentage of sales, is piracy. People who are used to online content, are also used to getting it for free. I've often heard creators bemoaning how many, many, many more downloads of their comics they have than sales.
How is Marvel limiting digital sales? My understanding, which could be wrong, is that digital is an additive sale.
I'm sure there are some collectors here who prefer the physical to the digital copies.
Comic book shops are another matter, and while there is a reason for the stereotype, I wouldn't say they were inherently that stereotype. I've been fortunate to always find a good comicbook store with a staff I can talk books with, where ever I've lived, because I've usually lived in cities that support multiple comic stores. But I do understand that's not the case every where.
I do re-read, but Marvel Unlimited does make it easier for me to NOT buy physical floppy comics, and still keep up with things -- especially when they cut the delay window to 2 or 3 months, instead of 6 months. I'm fine with 'rental' / streaming service there, and I still buy what I want to support / re-read in trade, because I'm really not fond of reading on my computer / tablet. I really only like digital so I can grab screen caps.
I am curious how they make money off Marvel Unlimited, though. I don't think it counts in the 10 - 15% that say is digital sales.