My main goal right now is to bridge the technical gap. So in your analogy, I would be the trucking service, but perhaps with special features like refrigerated trucks specifically for the grocery industry.

So yes, we aren't acting as a distributor, we're simply providing the tools to make self-distribution via the Internet more attractive, and with some features to help marketing, the other big challenge, to be more easily overcome by an indie. And with Internet, marketing is made significantly easier.