This is a great point. We need to provide researchers with options that don't kill their career prospects. One idea, which we're working on at Authorea (authorea.com) is to help researchers write their documents online so they can be easily published as preprints. This way open access can be achieved in a manner that goes beyond a PDF or Word doc, and researchers can still play the game so long as it exists.

Some more info here: https://www.authorea.com/123679/d8cErAb_olPC5CvcWWwsig