SBF is right, there is no barrier to publication. I have five novels on Amazon, none of which cost a penny to get there. My time is a different matter, but it was, and still is, essentially a hobby that I enjoy. Making a little money on it is a perk.
If Lloyd thought he was going to pull in enough to live a lavish lifestyle it is one more example of amateur status. That can happen if you're Stephen King or John Grisham, not so much for the rest of us. The truth is, books about JW's won't sell many copies for the simple reason that most people don't care.
Nobody in their right mind will shell out serious time and money to read an 800 page book by a guy they've never heard of, about a religion they don't care about.