> The breeder I went to kept a pup for herself, I just assumed most breeders did this to be honest, I don't think I could make the commitment of having a litter to give them all away.

If your limited to the number of dogs as a breeder you can keep then you have to space them out.  this will often mean were you to keep a puppy from every litter bred some of the bitches would be too old for a first litter. 

Also to truly know how your bitch/dog is producing they do need more than one litter, (in breeds with large numbers you may instead/additionally be able to get away with gauging what studs produce to bitches of similar pedigree to yours) the information gained from litters where you do not keep puppies will help you develop future breeding choices, and of course you may be able to incorporate something from a litter where you did not keep one 'down the line'.

Also of course there may not be the expected quality in the sex you wanted, all the wrong sex.

In the real world many people work but still properly care for their dogs.

Im sure it takes all sorts and Im sure there are decent 'puppy producers' out there ...but in general

I would advise against having a puppy from a breeder who...
a) says " help yourself...pick which one you want"
b) Goes through all the stages of producing a litter YET doesnt intend to keep one themself, hardly a ringing endorsement.

"Farm dogs are never left shut indoors alone from 8.30 to 5.30, five days a week; that in itself is a major plus!"

Sweeping statement. I know plenty of farm dogs kept outside on chains attached to a wooden kennel/barrel, or left in muddy pens all day. Look at collie ads for farm reared litter, the conditions the mum and pups are kept in and you can see for yourself that is no way to keep a dog or raise a litter. 

This thread has been a great read! I also breed parrots so I am in the process of selling spoon fed babies to potential homes and I am not the best at being assertive.
A little note on something that I read quite high up in the post. You were unsure about selling a puppy to someone who has not had one before? Gut instinct is such a powerful tool and usually is correct, if someone admitted they had never owned a dog before but seemed enthusiastic to take on advice and did seem like lovely people I don't think I'd hesitate.
I know when I first moved into my own house and the time came that I could have full 100% responsibility of a dog I couldn't wait, after a couple of months of deliberation I bought my first puppy and he became a wonderful part of the family. I would have been heartbroken if somebody wouldn't have let me have a puppy because I had never solely owned one before. We all got to start somewhere right?
But I can appriciate how hard this is! And definatley agree, it doesn't feel right, it usually isn't, Good luck with the the rest of your pups :)