The early 1980s saw a radical change to the comic book industry.  Comic books were originally sold through magazine distribution companies allowing newsstands and drug stores to return unsold comics.  Fan convention organizer Phil Seuling thought about trying something different.  He made agreements with comic publishers to distribute comics to specialty comic shops for higher discounts but without the ability to return them.

Known as the direct market, specialty comic book stores catered to comic enthusiasts with more niche publications and a better audience for independent publishers.  So thanks to the direct market, we have all those limited series, one-shots, weekly series, and more and more money drainers.  Awesome.