As the enthusiasm for open access publishing in academic and scientific circles is starting to reach a fever pitch, publishers such as the Public Library of Science (PLoS) are adding new journals and getting more support to subsidize authors' contributions. This heady atmosphere is not without clouds on the horizon, though. The headlong rush to embrace open access publishing as a business model has created an anti-profit zeal that may limit its commercial success - a limitation that will give commercial publishers plenty of time to think about how they want to adopt their own business models to this new environment. Nobody has the corner on the market for publishing wisdom these days. Thank goodness.

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