eLife is a treasure. eLife isn't just another "reputable brand" in publishing; they're aiming for a better publishing model. Thus, fears like > They worried it

eLife is a treasure. eLife isn't just another "reputable brand" in publishing; they're aiming for a better publishing model. Thus, fears like > They worried it would diminish the prestige of a brand they’d worked hard to build are disappointing to hear. eLife's good brand is a way to get their foot in the door, to change the system from within, but the dependence on good journal brands in the academic world is the primary reason that publishers are able to extort the academic world and lock the outcomes of publicly-funded research behind paywalls. It's hard to not become the thing you set out to fight once you're in the system, but I appreciate that eLife and Eisen are still pushing to change it from within, and I hope they succeed, and that they overcome pushback from the vested interests.