Self-publishing has evolved to the point that pretty much anyone can do it. However, not everyone can do it successfully. The fact is, without a good product, and excellent marketing, it's likely your book won't make very many sales whether you publish traditionally, or you self-publish. One of the main reasons successful self-publishers choose to self-publish is simple: They want to maintain control over their work.
http://bizology.biz/self-publishing/self-publishing-retain-full-control-2/
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