It is a known fact that in today’s market, book publishing industry is going through a lot of changes. It might seem that it all happened in just a few past years, but they did not. Self publishing was already an established business model but with a negative term attached to it; vanity publishing they called it. Perhaps this was one way to keep the masses away from toppling the lucrative publishing industry. Was it deliberate? Was the undermining purpose of that to keep under wraps the empowerment that people experience as its positive side effects?