Elsevier knows this. We have just finish negotiating a new national contract with them, and to our surprise did they agreed to all of our demands. They know which way the wind is blowing and are trying to pivot as quickly as an old lumbering giant can.
They will spread these habits to their students and colleagues and as they move between institutions. UC is huge across all the constituent colleges and many parts of it are extremely prestigious, so UC grad students are the sort of people who will often end up as professors in other institutions.