[runevault]

If you're looking to self publish I'd just focus on Amazon, B&N (if in the US, otherwise publish there through Smashwords), and Smashwords. Sure it's 70/30 split, but you also get on their lists of also bought if you can manage enough sales. I haven't heard of any author making major money self pubbing through their own website, it's been primarily through the major ebook retailers.

It's what the big players like Hocking, Konrath, John Locke, and more do to make a living writing.

[mceachen]

+1 -- and having gone through publishing a book on Lulu and Amazon, both services are fine to get dead-tree versions of your book into the hands of your readers (and you don't have to build a payment solution -- or anything other than the marketing verbiage).