Not sure you realize, but these companies already are throwing more than a little effort into advancing their platforms. Elsevier in particular is spending rid

Not sure you realize, but these companies already are throwing more than a little effort into advancing their platforms. Elsevier in particular is spending ridiculous amounts on internal research & acquisitions for its platform (called SciVerse, http://www.hub.sciverse.com/ http://www.hub.sciverse.com/), following the latest advancements in machine learning and NLP for data mining, etc etc. They also host competitions for start-ups and developers to produce new apps for their platform. These businesses may be unethical and not to everyone's liking, but they are not stupid.