I am not SP but I do follow a lot of posts about the topic. Seems like self-publishing means taking on a full time business. You have to have a business plan – everything chalked out from one month to the next. Marketing, sales, value proposition, budget – it can get fairly crazy.
However, despite the frenzy, writers seem to love it. They will whine and tell you how tough it is but they love the “control” as @smblooding said above.