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ilzolende comments on Open thread, Jan. 12 - Jan. 18, 2015 - Less Wrong Discussion
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In that case, maybe the goal is not to sell books, but rather to publicize them and the ideologies they contain.
Ron Paul and Ralph Nader (many-time presidential candidates with no chance of winning) are concrete examples of this in the US political system.
Both have done decent with respect to speaking fees and personal fame, but of course so do "genuine" candidates!