There's no requirement for a writer to submit content to Apple (iTunes store) or Amazon (Kindle store). A writer can format documents in .mobi, .epub and .pdf files and sell them through any digital storefront (either home brewed or something like leanpub among many others)
If a writer wants the exposure from being on the Kindle Store or iTunes Store, that's another matter. But there's no requirement that a writer sign up for such a distributor.
>>>There's no requirement for a writer to submit content to Apple (iTunes store) or Amazon (Kindle store).
Maybe I wasn't clear. Sure, any writer can set up a site, but then you cannot give buyers the convenience they expect with automagic downloads to a Kindle, Nook, or Kobo device. (I exclude iPad. Apple made competing eBook apps download via browser. Which is not something eInk devices can do.)
That automagical download and convenience you're talking about is one of the things you pay that 30% for. It's your call whether you want to go through that channel or not - no one's forcing you.
There's no requirement for a writer to submit content to Apple (iTunes store) or Amazon (Kindle store). A writer can format documents in .mobi, .epub and .pdf files and sell them through any digital storefront (either home brewed or something like leanpub among many others)
If a writer wants the exposure from being on the Kindle Store or iTunes Store, that's another matter. But there's no requirement that a writer sign up for such a distributor.