I'm an avid reader of Seth Godin's books and blog. He is wise and insightful, and worth your time. Here's a video of Seth talking about his approach to the publication of his books. It is very much like peaking behind the curtain to see the Wizard of Oz.
Watch the video. It is a little over a half hour. Well worth your time. I'll comment afterward.
This really isn't about books. It is about the spread of ideas. This means this talk is for all of us who have never published a book. If you have an idea, share it. If you like someone else's idea, share it. If someone's idea has changed your life, tell that story.
Remember the book is the souvenir, not the product. The idea is the product and conversation the vehicle for sharing it. The book is just a marker to remind you of the idea's importance.