That's an easy thing to say, but it's just not true. Seth hates promoting himself, it makes him uncomfortable, and he goes out of his way to avoid ever mentioning his own books or his startup on his blog. When he releases a new book he'll usually post a couple paragraphs from it on the blog, and that's about it. In the three years since Squidoo went into private beta he's promoted it maybe three or four times on his blog and probably mentioned it less than ten times total.