Or is it all posturing to get praised?
That's exactly what I was thinking. Wouldn't be surprised to see a not to far off future where they obtain the rights to put all the old comics on a paid service while also making any new comics digital exclusive, thus disproving their alleged care for physical media.
Hell, the music player app I use on my phone ( auxio ) just recently changed a UI component that I now hate to death. Scroll down a list and you'd see a scrollbar, which is usually faster for my over 500 songs. When you'd use the scrollbar, it used to display a square with whatever letter you are on in your list. They replaced it with a horrific spinny gear looking thing! Very first world problem, I know, but I absolutely hate it!