I think Harry is saying that authors shouldn't self publish (forgive me Harry if I got this wrong), but for some authors that is the only option. As you rightly say G J once you go down the self publishing route, you have to be a graphic designer and marketer.
I think you are right about it being harder to sell fiction. What I am trying to say (obviously not very intelligibly) is that the next year or two will see a lot more epublishing websites, which will in turn make the finding, buying, selling process a lot easier. Therefore we shouldn't under sell ourselves.
I think I need to qualify an earlier statement of mine, reading back through this thread. I thought it might have been obvious when I was talking about it taking days to write a story, that I was talking about a short story. 10,000 words should only take days to write. I didn't imagine that some people were selling works that had taken them a whole year to write for 99 cents.