
It costs the publisher nothing to publish because the cost HP charges the purchaser covers their cost of service. The publisher decides on the price above the HP cost to charge subscribers and the profit, if any, goes directly to the publisher.
The service provides a way for HP to trumpet its Indigo printing technologies, which drives efficient print on-demand applications such as this new online service.

While the service is still in beta and shipping is currently limited to the United States, it's been nominated for a "Best of the Web" award by UK's .net Magazine.
No doubt, this promises to be yet another exciting avenue for sharing, and potentially profiting from your recently digitized photographs. Stay tuned for a full test drive and review here in the near future.