How much is too much? For all the talk that the publishers of major journals such as Science, Nature and the Lancet are charging too much for their wares, it seems a limit has been reached. French universities, in particular, have had enough and are just saying “non!” and cancelling their journal subscriptions. Is this the wake-up call the big publishers need? Should other universities follow suit, researchers organise a wider boycott, or is there another way to make the journal oligarchs realise that enough is enough?