There simply aren't enough artists with the resources to do what Louis CK has done and Gaffigan is about to do. So it's almost tautological that it can't take off for lesser-known acts until some digital-publishing middle-men spring up to simplify and streamline the process of going from "I have a 60 minute comedy act" to "I have a $5 special on somesite.com".

And any digital publisher worth their domain name is going to offer promotional services.