Peer review in journals is in crisis, and its current situation and sustainability are increasingly concerning for academics and scientific communities. We identify this crisis as part of an evolutionary step in the continuous development of science, arguing that peer review maintains a central role. We analyse the emergence and historical development of peer review, identifying its role as crucial to the legitimisation of global science, particularly in guaranteeing quality control in the scientific process of massification--despite its flaws. We then focus on the crisis as part of the recent second wave of massification stemming from 'publish or perish' dynamics, which overburden those involved in peer review management and activities. Based on this crisis and given that the alternative models to peer review rely on the same core ideals, we argue that the current scenario represents a golden opportunity for the peer-review process to adapt by correcting some of its known biases, becoming more inclusive and relevant, and gaining recognition for its crucial role in career progression and in the training of the researchers of tomorrow.