This is partially on the author, and I say this as somebody how writes as a hobby. It's not too difficult to publish on the Kobo store, and there are other stores out there. Of course, it's difficult to compete with Amazon when it comes to reach and to some small features, but they are no panacea either. For example, they don't support epub 3 with aural synchronized media, and they do something terrible to images embedded into ebooks that make them frankly useless. And they charge authors an outrageous amount for kilobyte of ebook content.