[impendia]

I believe that you're overestimating Academia.edu's potential influence.

The whole reason that Elsevier et al. can make so much money is that researchers can keep doing exactly what they have always been doing. Researchers themselves don't see the publishers' invoices, let alone pay them, and they are under essentially no pressure to cut costs. In particular, Elsevier has no influence whatsoever in academia -- they just make shitloads of money.

Managing academics is often compared to "herding cats"; it is uncommon for academics to be very willing to realign themselves according to external factors. (Exception: grant funding agencies.) Anyone trying to make money in this industry should keep this in mind.