Gold Open Access is an accepted, yet isolated model in academic book publishing. Publishing houses only dare to scale open access in small steps. While books, especially monographs, are still the preferred medium to communicate scholarship in many disciplines, foremost in the arts, humanities, and social sciences, the overall market of academic books is in recession. Less sold books means less access. Large scale Open Access publishing may be a solution. But publishing houses seem to be in a prisoner’s dilemma: to adapt Open Access on a large enough scale required a systematic approach in which all publishing houses would have to act. My recently published study (June 2017, UCL Press) provides a theoretical explanation for this.