I believe Swartz's point is that 10TB of data is not something you can build a self-perpetuating bureaucracy around, anymore, and that this implementation is, in fact, simple enough that it can be made available and maintained for a tiny fraction of the cost of JSTOR.
I'm not really talking about what Swartz's argument is, but you seem to have missed the point that there's more to being a publisher than holding data.
