I'm just playing devil's advocate here...
Consider, George Martin has been published for years so of course his work advertises itself. Comparing a new, just published author with Martin is like comparing apples to oranges.
Consider, when George Martin began if he had the opportunity to use the internet to market his work to thousands more people, would he have done so?
Consider, with the popularity of Harry Potter, what publishing house wouldn't want to hype a new, young author who has written a book that is considered to be for the same market as Harry Potter?
Consider, if your publisher decided that they could increase sales of your book by hyping it over the internet - do you think they'd say, nah his work is too good to need this, let's not bother.
Consider, if you are a publisher and you have the chance to market something to thousands of people with minimal effort and cost, would you do so?