Self-publishing made easy online is about a service from blurb.com that lets people easily write and publish their own books. The books can be just for your own use, or sold through the blurb.com online bookstore.
The books in question can't be sold through regular stores .. because they do not currently offer ISBN's.
They are in competition between lulu.com and the Book Creation portion of Apple's iPhoto software and various desktop publishing packages that have been on the market for years.
With lulu.com you can have an ISBN assigned and lulu helps you get into amazon.com.