Where I am, I'm pretty sure every Malifaux player I've met has had their own copy of the rulebook. Personally, I like having a physical book to hold, rather than a PDF.
I really don't see anyone being driven away by the cost of buying the Malifaux rulebook. For starters, it's a great quality product for what you're paying, from the ruleset to the background and awesome artwork. Malifaux also happens to have a VERY cheap startup cost. I spent AU$100 on my crew, the rulebook and a deck of cards and that's all I'll need for a while until I decide to get another 1-2 models (although I gotta figure out Pandora first ).
By comparison, it costs about the same just to buy the rules and an army book for GW's Warhammer/40k. Warmachine is cheaper than GW's games of course, but at a guess I'd say it still costs a good AU$150 to buy your battlegroup + rules? And that'll probably require some decent expanding too. I'm sure there's still cheaper tabletop games than Malifaux, but it's still definitely at the low end of startup costs.
Just a final anecdote; When I was playing Malifaux at the local club last Tuesday night, we had 2-4 other people sitting at the table reading through my and my opponents rulebooks. They were all impressed with the game and I'm pretty sure at least 2 of those 4 will be picking up a crew of their own.
So there ya go, just having the rulebook around can draw new players into the hobby.