it is the way you've explained it that presents his effort as making no sense. Yes, if they don't sell on Amazon they will loose huge amount of sales because t

it is the way you've explained it that presents his effort as making no sense. Yes, if they don't sell on Amazon they will loose huge amount of sales because the Amazon exposure will be lost. But in this case he's trying to avoid selling on Amazon while simultaneously making effort that he maintains the exposure by using other avenues (like how he got it on top of HN frontpage). That is not the same as someone who decides he wouldn't sell on Amazon and miraculously expects to get some exposure somehow.