That is the title of an article in The Sunday Times 12th of Feb 2012 by Gabrielle Monaghan.
This article really interested me because it deals with self publishing.
Self publishing seems to have divided writers right down the middle.
Those on the left say self publishing is for people who can't get a publishing deal with a 'real' publishing house' because their writing stinks and those on the right who say I have written something good but I won't go through a mainline publishing house because they will put it in a pink cover and market it as chicklit. Which is exactly what happened to Orna Ross an author with Penguin. She wrote a murder mystery set during the Irish civil war and Penguin marketed as chicklit in a pink cover. This is when this author and former literary agent decided to go the self publishing route. Ross decided it was time to give self published authors a voice and is involved in the Alliance of Independent Authors. (http://allianceindependentauthors.org/joining.html)
It is a non profit organisation which aims to help authors find editors, agents, designers, booksellers and publishers. It is a fantastic fresh idea. Perhaps with an Alliance such as this 'watching' our back we finally can concentrate on the business of writing!