Yes, I've been saying this for a while but it doesn't seem to dawn on people what it means - despite everything else, even Nature think that authors don't get enough out of their product to actually pay for it...this is really why I am in favour of authors dealing with costs - it will see a reordering of the market that it will at least push as in the right general direction...
See also: http://blogs.lse.ac.uk/impactofsocialsciences/2012/03/01/real-cost-overpaying-journals/