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WRT original poster:
You'd go broke. Fictionwise, the most successful pioneer in this area, got bought out by B&N. That might have been the best thing for its founders, who hopefully are taking cash, not equity in B&N. Second best pioneer, Mobipocket, who got bought out by Amazon. If any little guy could survive the coming bookpocalypse, it would have been them. They're both gone.
It's a business (dry-goods retailing, of a sort) with almost no barrier to entry, and paper thin margins. Unless you have deep pockets, big ad budgets, wicked-pissah skills and a recognizable name, like Amazon, B&N, Kroger or Scott Tissue, you go broke.
Amazon, et. al., are trying to arrange things so their margins are made of thicker paper than the next guy. That way they survive longer. It's a non-trivial business management problem.
Regards,
Jack Tingle
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