One of the things a self-publisher has to determine is "what am I trying to accomplish?" For example, the author "Crusade Redux" published a book of the same name on Lulu. He then jumped on the Lulu forums and asked for a review. Ron Miller, author of 30+ books, editor and generally Certified Expert On Publishing (tm) says to Crusade, "you need to format the book like X."
Crusade says "I'm trying to make this like a comic book without pictures." Most self-publishers (like me) are trying to create a book that's just like what you get from a regular publisher. We've asked and answered the question "what are we trying to accomplish?" This is the typical answer, and unless one clearly states otherwise, that's what people assume when they look at a book.