I assume these aren't being published by major publishing houses but rather microbrands and print-on-demand services. They're, like, bypassing gatekeepers and democratizing knowledge, man. Why do you hate freedom so much?
There was a window where new authors could break in with blogging and self publishing. Andy Weir (The Martian, Project Hail Mary, and the bad one that shall not be named) got started this way I think.
That window is now closed. If I wanted to be an author I’d probably try to get a real publisher, with all the downsides that entails.