Are there no alternatives to this commodified, market-oriented logic currently in play in scientific publishing? Will this logic (and its serious disadvantages) be always dominant, regardless if the journal is "proprietary" or open access? Well, not necessarily: even within the gold model, there are promising initiatives that do not adhere strictly to this logic – that is the case of the Public Library of Science (PLOS), an open access publishing house that charges for publication, but works as a nonprofit organization