Hooo, toughie... I fully color my comics because I can't tone or B/W to save my life, and because it's already a pretty sure method to me. And I'm afraid I fall into the audience category that "eats up colored pages like candy", so by default, colors bring me in more.
But, like a lot of people have said before, it all depends on the comic itself. Black and white are technically colors as well. One can utilize any colors, shades and hues to the fullest, if they know how. ' u '