You can create your own ethically priced journal any day of the week, but if no one reads it, no one will publish to it. And if no one publishes to it, no one will read it. Offering cheap or free publishing doesn’t solve this chicken-and-egg problem, unfortunately. Quite the opposite; it signals that the researchers who publish there are only doing so because they can’t afford the publishing fees of larger journals, presumably because their research isn’t interesting or noteworthy enough to attract enough money to do so. Honestly, $10k is a drop in the bucket when grants are in the millions.