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This situation is very exciting, it's a lot like the open-source software world about 15~10 years ago where all of a sudden everyone was able to put forward their software without having to set up a huge business front. Over time though the good stuff does emerge out of the noise, but getting it started is the real crux, once you've got a few dozen followers then you can step back and let nature take its course with only minor interventions now and then.
As has been mentioned before already, it's a chicken-and-egg situation and to get it started you frequently do have to step out there and do something to get things going.
There certainly are a lot of authors out there who really get in your face but that in all honesty is true of all markets.
We all react in different ways to things, so while you ( ChaoZ ) may well steer clear of the book there could be others that'll look at it, then months/years later a book they looked at might become one that falls into your selection criterion due to their prior actions.
I don't condone aggressive push marketing - I find it rather crass and would rather take a bit longer and establish a reputation based on more reputable backing, even if it's only to satisfy my own moral standpoint.
Paul.
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