With over 36 million visitors each month, the massive popularity of Academia.edu is uncontested. But posting on Academia.edu is far from being ethically and politically equivalent to using an institutional open access repository, argues Gary Hall. Academia.edu’s financial rationale rests on exploiting the data flows generated by the academics who use the platform. The open access movement is in danger of being outflanked, if not rendered irrelevant by centralised entities like Academia.edu who can capture, analyse and exploit extremely large amounts of data
