The marginal cost to me is a minimal amount in electricity. However, their policy of doing this allows them to provide me "free" (included in the cost of my internet) WiFi basically everywhere I go. The cost savings of not needing to use my more expensive cellular data easily outweighs what I am spending on the margins to support this scheme.
The only reason I don't do this is because I use my own router (and modem); so now I just freeload off of everyone who does.
I will say that the public hotspot usage doesn't count toward your data cap, at least.
It's as if your neighbor also had WiFi running.
Basically, it's a feature Comcast offers which is paid for by the ignorance of a percentage of their customers.
there may be reasons to do so but is the cost one of them? It is probably infinitesimally low.