Elsevier's Digital Doc Prototype: Is This The Scientific Article of the Future?
readwriteweb.com
readwriteweb.com
This is typical of those with the power in science: they are too slow to embrace new technologies and to adapt to what researchers need. But, hey, why do they need to when they have researchers bent over a barrel whilst they rake in the money.
Scientific publishing is ripe for disruption, which includes getting rid of pdf.