There is a limited set of journals for a specific area of science, and you need to publish in the most reputable journal possible. There is only a very limited choice here in most cases.
Instead of just imagining that Elsevier is somehow bad, you might ask yourself why these committees respect their journals so much. What are they doing that's right?
So do the Mexican drug cartels. does that mean they are good? Does that mean they are ‘free market’
Free market is not magic.
Do you want to learn how network effects combine with coordination problem?
If researchers weren't pushed by institutions to publish more and more and in highly ranked journals things would be much better.
The problem is nobody wants to do the move (researchers, institutions, funding agencies), so publishers (Elsevier isn't alone, ACS, Springer, Wiley, they all do that) increase the prices as much as they can because nothing happened when they did. And even now, as was shown by a comment above only a tiny percentage of their clients take action...
It's a classic collective-action problem: you need a large portion of researchers to more or less simultaneously stop doing it. Good luck with that.
The journal system/cartel is an effective oligopoly.
Is this basically saying that publishing in non-big-journals (e.g. ArXiV) doesn't really "count" as citations? If so, then that's probably the right language to use here - that citations are a currency that only big (expensive, monopolistic) publishers can actually pay for papers in.