Dubbed “Netflix for researchers” by ReadWriteWeb, DeepDyve has expanded from deep web search of STM literature to an article rental service: for $.99 an article, you can have read access for 24 hours. Will researchers go for it? Even independent researchers can frequently gain access to literature through the interlibrary loan service of their public library. Will those connected with a well-stocked research library pony up for convenience if they want something not otherwise immediately available at their desks? Whether or not this particular venture succeeds, it’s illustrative of the trend away from ownership to access for everything from purses to cars (see Bag Borrow or Steal and ZipCar respectively) and it opens up discussion on the market worth of a journal article. See analysis by Phil Davis at the Scholarly Kitchen.