The document discusses the growth of self-publishing and the company Lulu, which has become a leader in the industry. Lulu offers authors services like printing, distribution, and royalties of up to 80%. The document notes some successful self-published works through Lulu and discusses how Lulu's services are matching or exceeding traditional publishers. It speculates on how self-publishing could continue growing and whether academics may be able to "leapfrog" traditional publishers in the future.