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I think the general idea is that you need some kind of reputation in order to *sell* a self-published ebook. For me, spending money to advertise a free ebook, while it may give me a boost in downloads, would represent a significant money loss.
For someone who is completely unknown, selling a $5 book is difficult (selling a 1 dollar book is difficult). Even if you advertise and plenty of people see it, there's no guarantee they'll check it out or buy it at all.
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