Greg Krykewycz, the DVRPC senior transportation planner who authored the study, explained that a well-branded service could attract “latent demand” from riders along the corridor who currently take cars.
Specific branding could help it escape the stigma that suburban bus routes are long and circuitous, he said, adding that “there's kind of an undetermined amount of untapped ridership” for the route and that “it's the choice ridership that you're trying to attract with service like this.”
I'm all for more and better transit everywhere, but I'd really like a bit more focus on core users.
...ah, my apologies, I realize I interpreted this incorrectly. I think he means "choice" as in making a choice, not choice as in preferred. My basic point still stands, but I reacted wrongly to the language.