[jhbadger]

The problem (at least for me) is that science is inherently collaborative and most authors on a paper have no say on where a paper is submitted to. Yes, I can say, "We shouldn't publish this in an Elsevier journal because of all the shady things they've done to increase the costs to libraries while providing little added value" and they'll say "The paper is about X. Everybody who works on X publishes in Elsevier's Journal of X. If we don't publish there nobody who works in the field will know about our work".