Arun, these are just cheap marketing ploys to attract the "visual" attention of scientists. There is no intrinsic academic value, just marketing gimmicks!

This may be of interest to you and your readers:

https://www.researchgate.net/post/Elsevier_and_the_expanding_metrics_and_or_open_access_culture_in_academics_quo_vadis

Thanks for the insight. These gimmicks arent going to help :)