Where is Tim O’Reilly’s blog post about the cost of book publishing, especially the cost of physical printing?

I read in a forum that Tim O’Reilly wrote a blog post about publishing books, particularly where he explained that the actual cost of printing a book is a relatively small percentage of the overall cost (paying for editors, proofers, typesetters, jacket art, etc.). Where the heck is this blog post?

Is this it?