Well, he found out what his competition is ... and that explains all the bouncing. His Cats and Crime was one of the 391,000 self (indie) -published books last year.
Whew! It's so good to know that's what it is and not that all of you are cat haters!
If you want to read about your competition, tootle on over to Bowker Counted 391,000 Self-Published Books Last Year - GalleyCat