Basically, the lack of savvy is that when people and academics publish in a journal, they think that is making it public, and they believe that they have a right to do anything they want with an article they've handed over to a publisher that has copyright. They effectively think they can put it up on their own websites or in an institution or a repository, and so forth.
The sophistication is growing, but there is a lot of material that's being given away that actually belongs to publishers.