[icebraining]

Public transport is never going to win simply by being a cheaper option, you have to appeal to other motivators, such as sense of social responsibility.

Yes, that's what the author is doing: "If we want to live in a walkable and clean city, we have to start acting the same way we think. And in this case is by taking public transportation."

[thisishugo]

My argument is that the author should have made that his leading premise, not a secondary point.