There has never been a time in history when it has been easier to publish your research output in any number of other places than a paywall journal. You can post it on your own blog. You want a DOI? You can post it on The Winnower. You need it in a journal with an impact factor (even though you hate impact factor)? Submit it to PLOS One or PeerJ.
By publishing with a paywall journal you are acknowledging the fact that your field values the prestige awarded by that journal. That's what you're getting, the prestige. You can argue all day about whether that prestige is earned or not, but it's not the publishers that are dictating the prestige, it's the tenure committees and faculty. Everyone is "against" the journal impact factor until it comes time to apply for tenure, at which point your tenure committee weighs it so highly that you can't avoid pandering to it. So you publish in the highest impact factor journal.
We're all hoping to change this system. Publishers don't like being held hostage by Thomson Reuters (who controls impact factor) and having to constantly worry about the next year's impact factor. In a lot of ways we'd all love to move to academia-accepted alternative metrics. I would love a system that allows third parties to provide editorial review of the importance of a paper, and allow that to be separated from the journal. As a publisher that's what we're really trying to do, provide a way to judge the importance of a paper before you can get all the citation data coming in over the years. I would love to figure out a different way of doing so. But changing that means changing deep-rooted behavior throughout all of academia. And that is HARD.