As an indie author gets further into the business, s/he is bound to realize that there are even more options than s/he originally thought.
For example, the selling platform (Who?). Amazon, Smashwords, private author webpages, a few major book stores, and several independent webpages.
But when an author discovers this and when s/he is ready to take the step of spreading their work between multiple sales platforms (oh, the paperwork!) can be two completely different things.
At that point, however briefly, the author begins to ask: Why? If that author is like me, they begin to do research. Lots of research. They suspiciously check the dates on internet articles that praise one platform or method over another, knowing that an article written in 2009 or even 2011 is woefully outdated. 
As the information swirls around in the author's head, the heavy stuff settles to the bottom like gold in a miner's pan. Bravely the indie author steps forward into their own untamed wilderness, filled with potential faux pas, newbie mistakes, and an overall wild time.