Webtoons have a very interesting business model. Unlike manga, webtoons are usually free and ad supported. I don't even have to sign up to start reading one in most cases. The interesting part is, webtoons are usually released once a week and you can actually pay ~30cents to read the latest episode before it's released next week for free. So if you can't wait another week after a cliff hanger, you can pay to read the next episode and now you're stuck in a vicious cycle of paying every episode to be one episode ahead.