E-book Publishing Platforms for Self-Publishers

After considerable deliberation, you’ve decided to self-publish your manuscript. It’s a big decision, but an even bigger one is which e-book publishing platform to use? Some factors to consider are: what’s the royalty rate, will they help with marketing and editing, will your e-book be in their lending library, how far or limited is their distribution, will their interface allow video, audio or animation, do they provide e-pub conversion, e-book proofs or free author websites or promotional author video?

My head is already spinning! Click the link for a description of different e-book platforms and what they offer to self-publishers.
http://www.publishersweekly.com/pw/by-topic/authors/pw-select/article/59367-diy-how-to-self-publish-an-e-book.html