I've had dealings with the publishing industry over the years and some of the "Open Access to the rescue!" comments here badly underestimate the business acumen

I've had dealings with the publishing industry over the years and some of the "Open Access to the rescue!" comments here badly underestimate the business acumen of Elsevier & co. They're no idiot. Do you think these guys have been asleep at the wheel for the past 6 years, oblivious to the Open Access debate and the general sentiment? When it comes to Open Access, the new distribution and sales channels have already been accounted for, new policies (and policy makers) worked out. Open Access will be the second coming of Christ for that industry, a new golden goose.