Technical advances in digital publishing brought substantial changes to how we now deal with the essential element in producing new knowledge, namely, scholarly journals. Previously, paper-based journal issues were stored in libraries to be accessed by researchers. The printed issues could be borrowed, copies made, or reprints sent by colleagues. Every researcher used an impressive space for their own collection of selected publications to be on hand when needed, in particular during the process of new manuscript preparation. All of these practices became obsolete as the off-line paper version was transformed into a virtual online-ready data file. This transformation also created the impression that having a non-touchable manuscript equivalent would incur no costs related to this type of publication. The dream that knowledge would now be available to all was conceptualized as open access and it was a logical consequence of free flow and replicability of digital files. The end of scholarly publishing as a sustainable business was predicted, which was far from the truth. 1,2 The business model of scholarly publishing in the open access circumstance of digital publishing was established soon after, and it now represents a viable, profitable and rather lucrative way of economic activity. Digital publishing is indeed connected with the investment in proper presentation and handling of digital files. Moreover, scholarly publishing involves a substantial amount of highly valuable professional work to be provided by experts. All of this is to be translated to a realistic cost of scholarly publication. To sustain the notion of open access, where end users would access a digital publication for free, there is a clear need to find resources in order to cover incurrent costs, such as the so-called article processing costs (APCs). The covering of APCs is necessary for both the profit and non-profit model of open access, although only those for-profit would add a profit margin to the costs. For simplicity of billing procedures, the invoice for APCs would be issued to authors (referred as gold open access), or the total publishers' cost could be covered either by the scholarly association or by public funding (resulting in platinum open access without fees to be paid during the publication process). 3,4 The above explanation is a well-known story repeated here with the purpose of showing that there was a logical sequence of events that has led us to the current situation in publishing.