Self-publishing: an addendum to Jim Hines excellent post

jimhines has a post here about self-publishing, 'Part Whatever', and I've quoted the first of his five points because I wanted to expand on it here.

1. Dear self-published authors: As a writer, I am not your target audience.  I can’t count the number of times authors, mostly (but not always) self-published or PoD, have tried to hard-sell their books to me.  Just don’t.
( I agree, and because it's me, do it in more words )