I really like this feature a lot, I was selling my PDF's through gumroad, which doesn't let you do this, and I was also experimenting with a different platform that's even more inflexible. Having that freedom is such a good point in favor of itch.io for me.
Definitely not your traditional webcomic distribution method, but I think this format sorta attracts a slightly different comic-making-crowd than places like Tapas & Webtoons do. It's nifty seeing the difference between the type of content you can find on the sites.
for example, stuff like this tends to get buried or overlooked on tapas, but this is at the top of itch.io's popular section right now.