Scholarly publishing is one of the least enlightened industries of this century. Retail, travel, entertainment, medicine, democracy, and much more have all either been completely changed or show the potential. Yet scholarly publishing idolises the print image (PDF) coupled to a mark of esteem (Journal Impact Factor) as worth paying 3000 USD for 10 pages. It’s absurd to argue that humans were born to read double column PDF on landscape screens and it’s the pinnacle of graphic presentati0on. It’s not. And the idea that readers love the variety of different presentational brands from journals – this is only done for the marketers, not the readers.