David versus O'Reilly (goliath)
I great post by David of Ruby on Rails fame on the possibillities of self-publishing and great counter-points (in the comments section) by Tim O'Reilly.
I think the key things to keep in mind here is that the print publishing market is vast and newer technologies combined with a more educated consumer allow niche' long-tail digital-print successes like 'Getting Real' to be in the relm of possibility. David et al. definitely seem to be committing the fallacy of mis-leading vividness here.
Given Wil Wheaton's experience with O'Reilly, I'm curious if his forthcoming "You Want Kids with That?" book will be self-published.