I read comics because I read a lot. For me, comics are a natural extension of my habbits.
I consider myself lucky that I got into comics late. I started about three or four years ago, and spent a lot of money to "catch up" but I had the advantage of skimming the creme, lurking boards like Hype and CBR helped me avoid bad ones, and even average ones. Of course, I ended up with a lot of average comics, and bad comics! I was never beaten over the head month to month when I was just getting into comics. Because I most likely would've stopped reading them.
Case in point: I read Witchblade (way before Marz, so it's been a while!), Fathom, and Chaos! Comics back when Chaos was in it's prime, back when Hughes was drawing Lady Death. But Chaos and Top Cow are precisely why I wasn't into comics. I picked those up whenever I went into my store, but it wasn't a habbit. Wanted and DKR convinced me to give the medium a real try. And I've been in it ever since.