I think Robert Kiyosaki started similarly with his now best selling Rich Dad Poor Dad. He asked the owners of local gas stations to put 3-4 samples of his book on the shelves at the entrance. I've self-published a few business books on Amazon and you know they make a lot of money with us authors too. We definitely need decentralized options where we can interact directly with our readers. Similar to you, despite the dark clouds covering the sky I do see a lot of good happening too.
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I love that story! You're right, Amazon still does make the majority of the royalty-profit when you publish with them. The only advantage with them is their global outreach and the fact they don't charge fees for publishing. The industry is so ripe for someone to create a better option!