You just need to turn your "security for Startups" presentation into a nice set of 20 separate blog posts over the course of three months. Don't blog about your products; blog about your expertise and let people find your products. (There's a reason they keep a separate product blog to SvN.)
They'll probably write a bit about that, I'm guessing. (Though I expect that they'll probably elide one key detail: great marketing for the product you release next starts about six years ago.)
Jason is going to do a live audience interview about it on Mixergy soon. Hit me up if you have idea for how I can make the program more useful for you.
I wonder if the black background on their book's icon at the bottom is supposed to be there or not. Since it's a PNG and everything else has a transparent background I am guessing it is a mistake. Silly little detail..I know...but I am a designer so this stuff jumps out at me. I can't wait to read the book though.
Possible reason: They didn't want to deal with publishers insisting they're "unproven" with their first book; better to do it on your own if you're sure about your fan base etc. Now, they have proven success and can demand much better terms.
There's also the alternate argument of doing it yourself the first time just to help build your community, then once you've pushed that as far as it can go, use mainstream media to help push you to the next level, since they have connections you likely can't get in any sane amount of time.
