[hwh]

In fact, in this case they tried not to "piss off" both at the same time and in fact concentrated on the university, not the individual scientist. The university just tried to communicate its pressure to it scientists, but it's a long and hard road to get them to care (some then already do!).

[marcosdumay]

Nope, it's quite a short route. You delist Elsevier publications fromt he impact index you calculate for measuring their productivity, and they'll intantly care.

Universities are pissed off Elsevier when buying their material, but completely in love when hiring researchers, and also wondering why researchers don't seem to get what they feel about the matter.