It's this part that I worry about when thinking of how Joe and Jane Average will start to recognise self-published fiction in the new world of Kindles and Nooks. Their experience so far has been that they look for books in a relatively "tame" shopping environment. There are books that they like and those they don't, but a load of filtering has already been done and there are all sorts of cues available to improve the odds that the book they pick off the shelf is at least in the ballpark of what they might like to read.
Reading samples takes time and energy and if the fishing is bad then people will start to look for ways to put the filters back on, even if they are as crude as "Remove all self-published books" or "Don't show me anything for less than $4".
This whole subject has been on my mind recently and, if you'll forgive the plug, I've started a blog about it from a reader's perspective. The first content post digs into a specific example of what a customer can end up seeing in the reviews and the intro post outlines my thoughts on the indie marketing problem.
good points.
it doesn't help when some self-pub authors decide they're going to be cute and declare themselves their own company, like "Indie U See" listed as the publisher and whatnot. Believe it or not, it's pretty easy to see and find out who's got a legitimate company where they've bought ISBN's and am going through all the work to be a publisher and those who just want a cute name so it doesn't say "Smashwords" or "Pub It" or "Amazon".