Simply put, "Lulu believes in putting authors and independent publishers in control of their digital content, from content creation to pricing to royalties," meaning that these days, just about everyone can be an author, cinematographer, or comic illustrator. Gone are the days of the controlling publishers with a cutthroat attitude about editing your work. LuLu is exciting because they make dreams possible, your books can be ordered one at a time if you'd like and LuLu doesn't make money unless you do. You get to name your own prices for everything from printing costs to royalties, and LuLu will be happy to ship orders to your swarms of waiting readers. And since LuLu is 100 percent digital, there aren't any long trips or frustrating meetings with your publisher. LuLu is always on; always ready to assist you in living out your fantasy as a literary (or film) genius.