The only question left to ask is why, if interest in his forthcoming books is so strong, did Godin choose to return to Portfolio now, rather than ride this wave of momentum into the self-publishing sunset? One reasonable answer might be that while selling directly to consumers certainly has its advantages, bookstores are still vital to selling books, and publishers have spent years building relationships with as many bookstores and booksellers as possible. In the end, it means selling more books.