One of the marketing suggestions I've seen for authors, self-published or not, is for them to tie their work into some current event in some form. Viz., Brad Thor observing that the recent swap of five Gitmo detainees for a hostage is reminiscent of his book The First Commandment.
This sort of thing has always made me uneasy, because it seems like yet another way to encourage authors to become marketers, or rather to denature the distinction between their work and the promotion of it. Or, in plainer language, are you going to be more inclined to read someone's work because they point out things like this, or less?
In my case, less -- not because I have a thing against military fiction, etc. (I don't), but more because I can't help but apply my own standards to such behavior. If an author I knew did that, I'd feel like they were spamming me; that's why I'm reluctant to do it myself.
Other people often have entirely different levels of tolerance for such things, and I might simply be missing out on an opportunity. (Tell me what you think below.)