I also think that selling a product is about the person behind it. People buy things from people they like. Will they buy a great book from a faceless author? Perhaps. Will they be more willing to buy from someone they "like"? I think so.
I agree...checkout Simon Sinek's video on Ted he talks a lot about the fact that people don't care "what" your product is but "why" you created it. The important aspects then is to let your passion, your "why" show through and let people who feel similarly connect with that.