No fanfare. Just happened to notice this sentence on the SpringerLink top page: "The first SpringerLink Open Choice article is offered in the SpringerLink journal Experiments in Fluids; below is the OpenURL link using DOI: http://www.springerlink.com/openurl.asp?genre=article&id=doi:10.1007/s00 348-004-0843-x. We hope you enjoy open access benefits via Open Choice on SpringerLink."