The bigcorp I used to work for provided every employee with a bottomless metro card that could get you a free bus or train ride anywhere in a 20 mile radius. I would guess that maybe 1 in 5 people ever used it. Give someone enough disposable income that they have a choice between a 20 minute ride with their favorite podcast on the stereo vs. a 40 minute ride lurching along with a bunch of strangers and people tend to pick the first one. Our VP, to her credit, did take the bus every day, though.