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There's actually a strong movement, within some genres, of folks moving toward self-publication--both new authors and established authors.
Just some examples of established authors taking the self-pub e-pub plunge (some well-known, others not as much):
JA Konrath (and various nom-de-plumes)
Barry Eisler
Michael Stackpole
Dean Wesley Smith (and various nom-de-plumes)
Kristine Kathryn Rusch (and various nom-de-plumes)
They're not alone, but those are the ones I can come up with right off the top of my head.
Myself, I fall into the category of "new author self-publishing" because while I love writing and have since I was a teenager...I'm not keen on what the publishing "establishment" has been doing lately vis-a-vis royalties, e-publishing, ect.
Will I have to do more work marketing, ect? Of course. But that's what awesome friends are for--to help with that kind of thing (social networking is the new marketing, y'know?)--and building a backlist of books is also good marketing, too.
I'd rather get my work into the hands of some folks who would appreciate it now rather than wait three years as I watch the "traditional" publishing industry spiral down under its own weight.
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