Its bigger than me, or you. This tracks the Open Access movement in academia: http://tagteam.harvard.edu/remix/oatp/items

Some people did, look up the Peer Community Journal. Backed up by more and more organisations.

there are plenty of low cost open access journals run by nonprofits and professional societies. however junior researchers when building their reputation try and publish in journals that are as prestigious as possible, without worrying about cost, apc, open access etc.