Open access for the reader doesn’t guarantee cheaper access fees for the academy. It’s time for a 21st century upending of the exorbitantly expensive corporate journal publishing system in order to give academics freedom to choose where to publish their articles and how much it should cost. Today, five corporate publishers control a majority market share of academic journals. Consequently, they control production, distribution, impact measures, and, most importantly, pricing. For years, the academic community has been trying to work with publishers to lower skyrocketing journal costs. However, the centralization of journals into fewer hands has created substantial power differentials between academic institutions and corporate publishers in journal price negotiations. Given the opposing incentives of academic institutions and corporate publishers – academia seeks to make research accessible while publishers seek profit – attempting to cut costs has proven a virtual zero-sum game.