“If you live in a flat in Shoreditch, you can’t possibly house 8 crates of books in your apartment,” says Gittins. “And then what’s going to happen when someone want to buy them? You have no facility to take their money, let alone go to the post office and ship them. So for 35 to 50 cents per unit, depending on the size of the book, we will warehouse that for you and fulfil it for you, meaning we will pull it off the shelf and do all of the systems work for you. This is radical transformation of what it means now to really self publish and to really have a level playing field."