If this works (the cynic in me feels people don't read anymore), and the numbers that I've heard through the rumor mill indicate it does with about 100-150k pay

If this works (the cynic in me feels people don't read anymore), and the numbers that I've heard through the rumor mill indicate it does with about 100-150k paying users with decent return payments + a 30%, it might be a decent attack vector into the dreaded academic publishing landscape eventually. Their 30$/article fees are just a tad bit on the ridiculous side.