Here's a very thought-provoking article about what it would take for more people to choose public transportation over driving their cars.
I'd love to hear your thoughts (in the comments section of this blog) about what you think -- you can consider micro-scale answers (i.e., "What would persuade ME to ride the bus?") and/or macro-scale answers ("How can we design a system that appeals to 1000s of people?").
If you want, you can just chime in and let us know if you ever take public transit. In Bozeman? In NYC? In London? What are the differences that drive your (and other consumers') decisions?
Image credit: http://www.bozeman-magpie.com/article_images/embedded/images/STREAMbus.jpg