Definitely, it's a business - it has to be a business/marketing thing for indie authors too, which is why I'm such a supporter of small presses and their role in bringing niche or non-mainstream authors to readers' attention. It's nice not to have to go it completely independently. ;)

Interestingly, I notice in this month's Kindle Direct Publishing newsletter that, for the first time, a self-published author, John Locke, has sold over a million Kindle ebooks. Naturally, he's now put out a book all about how he did it(TM). Still, probably worth looking at for those going down said route, who have time and money to fling at promo and marketing. (Gawd, I sound grumpy. Off back under my rock with my codeine.)