Conflating OA with APCs isn't a nefarious PR campaign by the paywall publishers (disclaimer: I'm affiliated with one). It's the only way that anyone has shown i

Conflating OA with APCs isn't a nefarious PR campaign by the paywall publishers (disclaimer: I'm affiliated with one). It's the only way that anyone has shown is a sustainable model (so far). PLoS is the prime non-profit example, Hindawi is a for-profit OA example, and there are countless others that all focus on APCs being the mechanism to sustain OA publication (some call them different things, like PeerJ's membership model). Granted, I'm sure you can find examples of individual societies choosing to provide a high quality OA journal without the use of APCs, but that's the exception, not the rule. But overall the meteoric rise (and financial success) of non-profit PLoS seems like the biggest contributor to "OA = APCs".