I self-published a PHP programming book (http://www.littlehart.net/book http://www.littlehart.net/book) and I've sold about the same number of copies as he has

I self-published a PHP programming book (http://www.littlehart.net/book http://www.littlehart.net/book) and I've sold about the same number of copies as he has (~200 between PDF and LuLu) but (a) I didn't charge as much as he did and (b) didn't hook up with any affiliate marketing / promotion until October of 2009. Sold about 150 copies (PDF + Lulu) before I found my current publisher.