It feels reading this article as though the Director of the Purdue University Press would like to support open access but just cannot see how it could work in beyond today's reality. Numerous points I could pick on, but I'll limit myself to this point, which comes up a few times: "In fact, the press would give away all scholarship if it could find a financial backer to allow this. However, the reality is that costs need to be recovered." One wonders, is the university library under the same constraint? Does it have to earn back the millions it spends on subscriptions? Obviously not - so why not spent the acquisitions budget on publishing instead? Stop paying to buy publications, and start paying to produce them.