Part of it is, I think, just to let people know you've got a record out there and that you're still alive requires more work than it used to, because the traditional radio, bug chains of record stores, all of that, that doesn't exist anymore.
Words are not (except in their own little corner) facts or things: we need therefore to prise them off the world, to hold them apart from and against it, so that we can realize their inadequacies and arbitrariness, and can relook at the world without blinkers.