What comes with authors' shift to the business side is the reality that the water gets a lot deeper, particularly when it comes to attending conferences and registration fees. If you want to be a true self-publisher, there's a lot more to it than uploading your file to Amazon, and that includes bearing larger expenses like conference registration fees.
If you're an author who has already been shook and sold your soul and firstborn to Jeff Bezos, I can see this seeming like a good short-term deal, but the potential repercussions are huge.
Much like Google didn't disintermediate big ad agencies via AdWords, nor TV networks or Hollywood studios via YouTube, but instead provided new channels for those who had no need for the Super Bowl, Amazon has done the same for authors who are better served with a scalpel than a mallet.
We are not anywhere near the digital future yet with comics. There is so much exciting ground to be staked out! We just need a new publisher, or a collective of coders, comic writers, and artists. I think the latter is more likely than the former.
What I most like about Wendig is not that he has one foot firmly planted on both sides of the fence, strategically taking advantage of self-publishing opportunities, while also working the traditional channels. It's that he's a good writer and gives good story. When that's your starting point, business models are simply tools, not useless badges to prop up your sad little ego.
Inspired more by friends like Chuck Wendig, Will Hindmarch and Jane Friedman than Joe Konrath, et al, and emboldened by everything I learned from working with Joshua Tallent while running Digital Book World, my goal for the project was two-fold: do enough of it myself to have hands-on experience of what it takes, what's "easy" and what isn't; and to get the monkey of finally publishing this particular book off my back!
Right now, the relative ease of digital publishing -- not yet the equivalent of blogging, but getting closer every week -- and the exceptional successes of a relative handful of authors masks the larger challenges ahead for authors and publishers alike, regardless of their business model: discoverability.