Big data research paper costs $226 for 30 days access

Out of curiosity, I was checking recent articles published in Journal of the American Statistical Association, as I used to publish in such journals 20 years ago, during my post-doctorate years. I did find some interesting articles, but when I tried to access them, I was asked to fork over $40 to get online access for 24 hours, and $226 to get online access for 30 days. The article in question, entitled A Multi-Resolution Approximation for Massive Spatial Datasets, had received only 283 page views, and took two years before being submitted and being published. You can check these stats here. Who still pay for such expensive articles, which in addition usually contain a substantial amount of arcane mathematics?