There’s a whole lotta “self” going on in publishing, from the web-driven growth of self-publishing to the expectation of author self-promotion in traditional publishing.
Many publishing professionals — writers, agents, editors, critics, etc. — are trying to ride this wave with a sewn-on happy face, afraid that expressing skepticism equates to missing the boat or swimming against the tide.
Take a lesson from the real-world referents of these watery metaphors: some waves you ride, but some waves you build walls against. Author self-publishing and self-promotion together constitute a destructive wave that merits a levee, not a longboard.