This week I wrote on MalariaWorld about the constant email spamming by publishers to submit our manuscripts to them. After receiving yet another invitation today, this time from HINDAWI publisher (who constantly nag me by the way) I started thinking about the future of Open Access. When we started the MalariaWorld Journal, we wanted a journal with a focus on malaria where you don't pay to publish and don't pay to read, which we termed Open Access 2.0. The reasons for this were outlined in my other article this week but here I want to take this a step further and ask a simple question...why should we scientists, who have worked hard to get grants, do the science, analyse the data, and write up manuscripts pay for our work to be published by a publisher that wants to make profits? So perhaps it is time for Open Access 3.0?