Also, do any companies exist that are trying to make the whole lifecycle of ebook self-publishing dead simple for non-techies? It seems that it's "not that easy"(1) even for techies and that non-techie authors can be overwhelmed with the amount of work they have to do that isn't writing a book(2). The only relevant company I know of is http://leanpub.com, but they state in their manifesto that they are only interested in the very specific and (I'm guessing here) relatively uncommon style of incremental self-publishing.
(1) http://www.whattofix.com/blog/archives/2012/01/e-book-publis...
(2) http://www.npr.org/2012/01/08/144804084/a-self-published-aut... around 5:30 in the audio