The $19 billion market NPO is targeting is, as a few people above have pointed out, not just comic books. It's an aggregate of products including comic books, role-playing and CCGs, TV and movie licensed merchandise, action figures, anime and manga, genre-based books and videos, and a few other product types which have been demonstrated to appeal to the customer which purchases comics. In the same way that we expect to sell comics to people who don't generally look for comics today but buy in other product categories, we expect to sell other product categories to comic readers as well.
That's the short answer.
David Reid, Co-Founder