Is editing more important for self-published authors?

A few days ago we tweeted:

And the replies surprised me. It was unanimous. Editing is considered MORE important if you are self-published.

And I agree. Good editing can transform a book from a flop to an amazon bestseller. An editor is like your personal trainer. They aren't going to listen to your excuses and they have a task which is to get your book in the best shape possible. They don't care if its a hard or painful process. They are going to make sure your book comes out looking its best for release day. Let me know your thoughts - Do you agree it's more important?We all want to be better writers BUT many of us also want to be better readers. Here are my top 3 tips for becoming a better reader.