Today, every Tom, Dick, and Jasper has self-published the bleeding wound, 1st person singular, true confessional version of their own fall from grace. It's as common as Zika virus.
Maybe if you wrote a book about JW's that includes aliens from another world, it could sell.
Obviously, CoC was not a commercial failure. It gave Ray some financing and he was able to publish a second book and have updated publishings for the first one.
But it does seem to me that it mainly started out as a big load in his garage for years.
Today's books are a bit different with Amazon and e-books and all. My book is available for $0.99 or $6.00 as a print book on Amazon (Fade from the Truth) There is no stack in my garage. You order the print book and some computer prints it and soft binds it and mails it with very little human interaction.
It was always priced that low and like Brock, I didn't release it primarily to make money, but to help people. I wrote it to help me and hoped to help at least one other person. And I did that. I consider that a success. So I think I finally, in 4 years, made close to $500, perhaps more. Most sales were e-books and it seems more Europeans bought it than Americans. But I don't have a tally since it's mostly e-books.