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The posh publishing is a direct result of human behavior. We like posh. We learn to dress posh, to act posh. This is strongly embedded on Western culture. It's gender independent. We all like posh. The posh-fetish goes deep. Very deep.
Why do we want to be posh. Well, that answer is given in the comment: Why does a high-impact publication matter so much for a career in research? As long as we keep seeing posh as better for your career, plenty of people will be more than happy to pay for it. We're all humans. We're suckers for pain.
Therefore, in the VSNU Recognition and Reward we must compensate for this human behavior. Is that weird? Not at all. Many academic habits are important to overcome human nature. For example, we have to force ourselves to overcome our flaws. What can we do?
- recognize and reward all research output (software, data, standards, policies, advises, grant deliverables, open standards)
- recognize and reward particularly activities that focus on removing the posh from the science
- learn to recognize your flaws, your biases, your poshness

Nature now charging 9500 euro for a single CC-BY license it ridiculous.
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