Those of us in academia are (mostly) pushing hard for open access policies. We want our work to be disseminated as widely as possible! What makes it difficult is that publications and journal reputation are still used as a measure of success for promotions, tenure, grants, etc. If you have a finding that can be published in Nature or NEJM, it's really hard to go elsewhere out of principle, when you know that it may hurt your future prospects.
This thinking is slowly beginning to change, and the rapid growth of preprints in biology is helping a lot as well. There is growing recognition that journals in their traditional form may not be a great thing for science. There are a lot of different ideas about what the future of publishing and scholarly communication look like, and lots of experiments are being done right now.