If a scientist is reading a paper online and clicks through to purchase material, there's value there. It might be a business model; it might be enough to defray the cost of open access. I just want to create the infrastructure that makes movement and sharing easier.
No pharmaceutical company is making money by selling biological knowledge - they make money by selling chemicals. So getting as much of that knowledge as possible into the efficiency of the Web-commerce world is going to make it faster to find those chemicals.
Every scientist would like to be able to move through research faster, to spend less time and money acquiring material or disseminating it.
