I closed the website after about 3 seconds, and wouldn't even have commented except for your seemingly genuine puzzlement at why someone wouldn't want to read it.
What you are saying make sense, but that's the thing when you are an author trying to bootstrap in the publishing business. You don't get everything right at first. So I forgive the poor landing page because they are very good on what they do best. I am guessing that if this experiment become profitable, for a next series they might improve the marketing skills or hire someone.
You could get the same effect without the friction just by offering the first issue free and then putting the "Buy Now" buttons on the following issues. That lets you put the word "FREE" next to one issue, which will indicate to people that it's safe to click on if they're uncommitted. No thought on their part required, which should translate to more downloads.