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Actually, you have this part backwards: The idea would be for the author to have a publisher-cum-service bureau provide services on their manuscript, according to the author's desires and pocketbook... then the book is released by the author. Only then do third-parties evaluate the book for a P2P site or portal, letting consumers know whether or not it is worth reading.
This is why I say the author assumes all risk: They may pay for services by the publisher/service bureau, but it does not guarantee their book will sell. The author can choose the service bureau according to their track record of successes ("x% of authors who purchase our editing-proofing package see a Y% return on investment in sales"), and the service bureau is free to turn down a job they don't think they can do... or take the money and do something with it anyway.
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