...on the post is pretty interesting. Here's an excerpt:
If you were to self-publish, you will find that you might print, say, 1000 copies at $8 each, or 2000 copies at maybe $6 each. (It could be more. I'm not as close to book printing prices as I used to be.) So you're out $8-$12000 up front. So lets say you've guessed exactly right how many copies you will sell. You printed 1000 copies for $8K, and sold all 1000 for $30K to $40K (depending on where you set the price.) You made $22K, or maybe even $32K, versus the $19K you earned with APress.
He goes on to discuss the hassle of shipping, returns, credit card processing, storing the books, etc. All true, all good stuff.
For what it's worth, going through a small local publisher with my JavaCC book has worked out pretty well. We did a much smaller print run - 350 books - so the storage wasn't as much of a hassle. Definitely a niche market, though.