iPublishing: Staking the Claim

So, if it is not self-publishing, what do we call the process where an established author converts her works to various electronic formats without going through a name-brand publishing house?

I am expropriating iPublishing. (Contributed by the brilliant Mel Sherer)

Runners up (all contributed by the amazing members of the Writers Guild) include:

Direct Publishing

Show-me-the-money Publishing

Keeping-the-big-bucks Publishing

Entrepreneurial Publishing

F/U-Publishing

Mine, all mine Publishing

My Precious or golum Publishing

Publish like it's 2999

Green for the environment, Green for the pocketbook Publishing

I'm the Boss of Me Publishing

Seize the Dinero Publishing

My Bookrona Publishing

My So-Called Book Publishing

Me-Book Publishing

Author Publishing

Writer Publishing

Creator Publishing

Profitable Publishing

and my next-to-favorite, which my Yiddish-speaking grandmother (the real midwife) would have loved: Weblishing.