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The impact factor of PLoS

As we discuss whether a open, online system could replace how we judge the impact of a publication today, many people question aspects of the current system, run entirely by Thompson ICI.
In the editorial of the current edition of PLoS Biology, Hemai Parthasarathy, its managing editor reviews oddities in the way the impact factor is calculated for PLoS Biology.

Is the impact factor of a journal really that important? We all know that it only captures part of the importance of a journal. I really never understood the scientists who did not want to consider PLoS because the impact factors were not established and I would not be surprised to learn that those will now refrain from publishing in PLoS because of its low impact factor.

Will exaggerating the impact factor ever stop in the awareness driven economy of the sciences? Probably not. How about a more transpararent alternative?

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