Twelve years ago, on the eve of the modern-day indie author revolution, few writers aspired to self-publish. Self-publishing was seen as a fool's errand. At the time, many writers embraced the false narrative that only publishers and literary agents possessed the divine wisdom to decide which writers are worthy of publication.
It was a different era back then: e-books accounted for less than 1% of the book market; self-publishing was all about print. Without an agent, it was difficult to get the backing of a publisher, and without a publisher it was nearly impossible to get books into physical bookstores, where most readers discovered and purchased books. So of course early self-published authors failed.