One small step and one giant leap all at once.

Publishers Lunch has a great link to a Lulu release:

Lulu.com has worked out a deal with Bowker to give self-publishers who use their service individual ISBNs that are particular to the authors themselves (without having to buy numbers in blocks of ten). Lulu says they are adding 2,000 new titles every week. Yes, every week.

Ultimately, this is really putting power in the hands of self-pubbers. Check out Lulu's release.