In line with my article today, How To Make Open Access Better: Make Publishing Free Too, here is an economic analysis of which journal to choose for your publication.
Dorothy wanted to submit to PLoS One, whereas Al wanted to submit to a more prestigious journal. The advantage of publishing in PLoS One is that they have a very high acceptance rate and are fast 
Let us assume that we have 2 options: we can submit our paper directly to PLoS One, or we can submit to a more prestigious journal, and then subsequently submit to PLoS One if the first journal rejects it. We can calculate a net present value (NPV) for each of those courses of action, and the strategy with the higher NPV is the rational choice.