I guess it depends on the reference. Elsevier is a business and will charge what the market will bear. As they should. So as scholars and researchers, how do we change what the market will bear? If, as is claimed by some of the new journals, e.g., Collabra, PeerJ, they can bring the cost way down, then when will the pressure be put on the commercial publishers to do the same. And when will we start to question what we get for the extra money?

But aren't they the largest scholarly publisher? I'm not sure I would brag about this.

According to this blog, this is not true.

Collection of editors, not an individual editor

Actually, I think to be fair, their statement did say "The editors of Lingua wanted for Elsevier to transfer ownership of the journal to the collective of editors at no cost. "