TEXT is an open access journal – i.e. available to all online and not hidden behind expensive pay-walls or any ‘pay-for’ publishing enterprise. There are no publishing fees for our contributors: work done by TEXT editors is claimed as academic service in their universities. And there are no refereeing fees – in each issue we openly print the names of the referees: they undertake their double-blind peer-reviewing as academic service. But the term ‘open access journal’ has been brought into disrepute because many online journals are the products of pay-for academic publishing. This article discusses open access journals, hoax academic discourse and TEXT journal.