The pricy thing is the establishment of a journal. A new journal, particularly a cheap one will get only crap articles, and because it has only crap articles, it won't get better. Neither from the side of referees, nor authors. In some countries it is not even relevant how successful your article is. It only counts how "fancy" the journal is (according to some outdated ministry list)

And btw, researchers don't pay for that. Subscription journals are payed by University licences and open access articles are payed by project funds, which also pay the researchers. You don't get any less salary because of an expensive journal. You just might not be able to publish all your work as open access.