For her, it's not just about the money. (Yeah, sure.) She was tired of the demands placed upon those who self-published and self-promote.
"I do not want to spend 40 hours a week handling e-mails, formatting covers, finding editors, etc.," she's quoted as saying, in the New York Times. "Right now, being me is a full-time corporation."
Which has always been my complaint about blogging. To do it right, it's a full-time job.
Curiously, public radio's Marketplace program just did a piece about another successful self-publishing venture. This time the author seems to have launched his own publishing company to get his book out there!
His point, to summarize: self-publishing is no longer a last resort for writers. It is increasingly the first resort.
By the way, keep your fingers crossed. I'm juggling (well, agitating for) two new NPR commentaries. And my book proposal is in submission at two new houses!