How journal articles may come to be published

"Cell Press and Elsevier have launched a project called Article of the Future that is an ongoing collaboration with the scientific community to redefine how the scientific article is presented online.

The project's goal is to take full advantage of online capabilities, allowing readers individualized entry points and routes through the content, while using the latest advances in visualization techniques. We have developed prototypes for two articles from Cell to demonstrate initial concepts and get feedback from the scientific community."

What do we think? Seems to be more about presentation and the introduction of other types and forms of results (podcasts, video). Doesn't seem to suggest any opening up of all or some parts of the content.