To enable researchers, students, and faculty in the wake of the COVID-19 pandemic, many publishers removed paywalls from their content. As those free access periods are set to expire, how are publishers handling the reinstitution of paywalls, both logistically and from a messaging standpoint? How has this period changed customer relationships and how will it change future sales approaches? And how has the race to open content affected intellectual property protections and guarding against cyber criminals like SciHub? A panel of publishers and service partners who are working through these challenges share their approaches.