However, what authors want from journals is the rigor of peer review and the stamp of authority it conveys. And that--despite the OA assertion that peer review can be done cheaply, perhaps by trained monkeys in a low-rent trailer in South Dakota--is where the cost, and the value, enters publishing. "Value" is not low price, as you will find if you buy your wife's Christmas gift at WalMart rather than Tiffany. For a journal, it is the cost to deliver quality, authority, and distribution.