Let's look 10 years back: To become a popular "web company" you've probably had to invest a lot of cash in advertisements. Today strong social networking (blogging, twitter, HN, fb, linkedin) in theory allows the developers/builders/creators/"marketers" direct access to the market without having a middle men and for a few bucks.
So it's all about "full stack self promotion": You've to sell AND deliver awesome quality on a daily basis.
Some good and hard-working will be able to make bigger profits themselves if they learn self marketing skills (=> 37signals, peldi/balsamiq, amyhoy … ) and actually WANT to sell. Many of the old school OSS developers don't want to sell themselves as an "ego brand" on a daily basis. They just want to do cool technical things and get enough money for a living. They are awesome brains but often have autistic-like social/selling skills and a completely different motivation.