I've always viewed myself as a brand. When I started 10 years ago, that was very controversial. 'Marketing' and 'PR' were dirty words for the literary world, but that has changed. Once the book is finished, I want as many people as possible to read it.
We have a very active testing community which people don't often think about when you have open source.
Not really in all honesty because until you take control of your own health and go to your own doctor and have your own doctor tell you what's going to work for you.