If by "rich" you mean "operating on a razor-thin profit margin and some weeks making less than minimum wage," then sure. They're the new aristocracy!
Had a friend that owned a comic book shop back in the early 90's. Sure didn't allow him to quit his job at Texas Instruments. If that's rich, I want none of it.
I feel like the first part of this statement is true, at least. Comic book store owners do know which comics are going to be worth money and keep them for themselves (the joke is that none of them are).
Yep, comic store owners always know which comics will be valuable. Hence why you can find scores of "collectible" comics from the 90s stuffing the quarter bins of comic retailers everywhere. The logic seems sound.