There is a big difference between self publishing and vanity publishing. Self publishing means personal financial risk and the chief difficulty is marketing and sales. Key is accurate forecast of likely sales and outlets. Then getting a printer prepared to do a short print run. I underestimated interest and had to go to a second edition. Would have been cheaper if I had printed twice as many first time.
Vanity publishing is an expensive con that results in no sales because booksellers know them and avoid stocking them.

Personal opinion on the cup marks - they are natural.