Wiley open access moves: scholarly societies pushing for OA?

"Wiley just announced the hiring of a Senior Open Access Marketing Manager. What's up? Perhaps this is a clue, from the press release:... "Wiley-Blackwell supports any business model that is financially sustainable and scalable, and is able to maintain quality and the stewardship of the authoritative version of record. Together with a number of our society partners, we are experimenting with alternative models. In addition, several of our journals offer free access to older content and to certain types of material, such as review articles." Comment: way to go, scholarly societies!!! Note that scholarly societies could likely go for full open access at much lower rates for article processing fees on their own...."