The "harriest chapter in the book," or Chapter 13 of Kawasaki and Welch's APE, actually did seem pretty hairy (harry?) to me.
And I had to look up exactly what "hairy" meant here. And it wasn't an abundance of hair.
It apparently means "alarming and difficult."
This makes sense! I mean self-publishing, like we've repeatedly been told is in many ways a GREAT thing. But it is particularly quite hairy because there are so many ways to do it--and deciding which one to use is especially alarming and sometimes difficult for beginners in the world of self-publishing.