There are a number of aspects of publishing and perhaps reputation academics would like to reboot. We are frustrated with e.g. Elsevier, and there is a big boycott on. Presumably this boycott, and the reasons for it, will extend to Mendeley after it becomes part of Elsevier. Given that all these startups are probably heading for similar exists (if successful), this is just more of the same. When we reboot publishing, it will be in a way we control, not with Elsevier 2.0.