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If you're suggesting what I think you're suggesting, then the issue is primarily, one hundred percent, traffic.
Now, if a self-pubber has enough of a name that people will seek out his/her work, that's not so much of a problem. However, customers are more likely to purchase from sources they know and trust, and there's also the whole, "window shopping" element to consider.
Simply, an author who sells from a personal website will probably move about a tenth of the copies, maybe less, than he/she would from a place like Amazon. Case in point: in 10 months, I saw about 4500 downloads from Smashwords, a decently established site by that point. When Amazon made it free, it got 9000 in five days.
Of course, if you're talking about something else, then I look mighty silly.
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