Simples Assim

Publishers can start selling their content without upfront investments. Layar facilitates payments between the end-user and the publisher. Publishers receive 60% of the net proceeds. The costs for the platform, legal, administration, banking and others are covered by the remaining 40%.

They seem to be very well-positioned to make big money.

http://site.layar.com/company/blog/layar-launches-worlds-first-augmented-reality-content-store/