> people decided to behave in ways that allow Elsevier to rent-seek
Your liberal ideology results in a confusion about what it means to rent-seek. This is possible only if people have no way to escape the rent. Elsevier and other companies do this by restricting the freedom of readers, since the publisher has a monopoly of access to scientific publications. It is not a matter of user behavior, since scientists cannot choose to ignore published research. The only other option available is breaking the law.