The monetization paradox (or why Google is not my friend)
Here’s a hint: if I wanted to spend my time marketing my books I’d have gone into marketing. I’m a writer. Every hour spent on marketing activities is an hour spent not writing. Ditto editing, proofreading, commissioning cover art, and so on. This is what I have publishers for. It’s called “division of labour”, and it’s why self-publishing — unless you’re an instinctive sales/marketing genius — is a Really Bad Idea™ for most writers.
— Charlie Stross, The monetization paradox (or why Google is not my friend)