First of all, no one said anything about free. Talk is cheap. These people are taking action.
This is not the audience demanding content for free. These editors realize that the actual articles are being paid for by tax dollar and should allow open access. They tried to reason with Elesevier but Elesevier would not budge on the point. They then took action, they all resigned and have started their own open access journal. At this point they can operate a a non-profit and do all the editing as willing donations of their time or they can charge for accepting articles.
The people who would be reading this Journals wold not be Freetards. Those articles are paid for by the tax dollars of the readership. The articles that are not paid for by tax dollars have authors that made a decision. They had a choice of publishing in the gated and expensive Elesevier Journal or in the Open Journal. Even though publishing in either journal would have a cost to them. The authors chose to publish in the Open Journal.
That is how the free market works