I have never tried to publish anything as of yet (I just don't think my writing is up to par yet), so I can only comment on the first question.

I am writing very much for myself. I don't even know what the standards for a fantasy novel are, these days -- judging by what's out there, it definitely isn't what I'm writing. My writing started off as a tongue-in-cheek parody of what I thought was stereotypical and ridiculous in the average fantasy genre, and while it has since grown into its own thing, I still have a few tongue-in-cheek moments because I just can't help itself.

Now once I try to publish this novel or some short stories, will I cater to the market's standards? Maybe, if it feels okay and doesn't completely destroy what I wrote. For now, though, I'm writing what keeps me interested, and will see in the future if the book industry finds it worthwhile.