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An advantage that itch.io would have over some of the other online stores that offer online selling of pdf supplement game content is that itch has an awesome client that you can install and it makes it easy to keep your downloads up to date. This could actually be a really cool thing for pdf supplement material because if a creator made updates or added content BOOM the owners of the product that have the itch client can see there is an update and download without any hassle.

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Oh and to add to my own thought. Itch also has already integrated support with Patreon. A lot of supplement  game content creators are on Patreon, so that's a win-win for them using itch to distribute.