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This is quite important. The main lock in effect of a Elsevier journal is the impact factor. Researchers careers are made on the regard for their papers, and the most visible component of that is the citation rate. The academics who can afford to refuse to publish in Elsevier journals are the well known and well regarded ones. So getting the top academics - such as Gowers - to publicly disavow Elsevier is the first step.



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