LOL! Oh this is so true. And it's not just scientific journals. People frightened of technology, or just too lazy to read instructions, but want to have their novel/memoir/poetry collection published, too often fall for the guff. Paying a company to do this for you is fine, as long as the inflated cost is understood. It is what follows that should be truly warned about - the scams involving must-have websites, publicity merchandise, booths at prestigious litfests.... and the intimidatory phone calls that can follow. Buyer beware.