I generally loathe self-promotion. I think it's gauche. Well, that's not completely true. I loathe obvious self-promotion. For example, a manager that really talks up how well her subordinates are doing and the great things they're accomplishing is actually self-promoting at the same time, but at least she's not being obvious about it. On the Internet, however, it seems that the taboo against self-promotion has largely been eviscerated - now, everyone and their Mom is whoring, whoring, whoring. My co-authors and I recently got together to discuss a second edition of our book and possibly writing a second book together since the first one went pretty well. We also discussed promotion strategies. We noted that our giant megacorp publisher had certainly imbued our first effort with "cred;" but didn't do a very good job of promoting the book. We went out of our way to avoid "shilling" it directly, although we did provide the publisher a large dossier of potential people to contact about it (which they promptly roundfiled, we now learned). We also did not get anyone we knew to review the book on Amazon or anywhere else, preferring "organic" reviews from real readers. A "competitor" of ours, on the other hand, got about 5-6 of his good friends to immediately post glowing, near-messianic reviews of his new book on Amazon. They all used their real names, but none disclosed that they were close friends or coworkers of the author (we know this because we know all these people personally). Because of all this, for our next edition, we are strongly considering abandoning shame and whoring ourselves out as much as possible. We will likely have to get temporary lobotomies of conscience to stomach this, but it seems to be the way of things now. FOCUS: What are your experiences with self-promotion and the accompanying shame? Is the stain of whoring yourself out now diminished in light of the egalitarian Internet? How much is too much?