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It looks as if he wanted it to get picked up by one of the big houses, rather than a small speciality press, which is fair enough - if you're willing to do it ebook-only, then the main thing a publisher offers is the promotional machinery, and if you want a general audience then only the big publishers can do that.
I don't think he's being 'forced' to self-publish - I'm sure he could find a small imprint somewhere that's willing to take it, but he realises he can do better by going for it on his own. The interesting thing is that the major houses don't think they can sell enough copies to make it economic for them - I sincerely hope he proves them wrong.
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