The linked article points to why Canadians use transit three times more frequently than Americans because "n the US transit is positioned as a social service while in Canada transit is positioned as an alternative"

Phoenix should at least reverse the following scenario in our own city: "At the time transfers were free and there was no limitation on how many times they could be used during the time limit on them. A large number of riders were using 3 buses to reach their destination; the proposal was to limit transfer use to the second bus only. There was a large turnout at the public hearing with customers explaining how they needed 3 buses to get to work, school or medical appointments. When talking with my boss the next day – a person not prone to condescension; he stated that “no one was forcing them to take three buses” My reaction was “Huh?” Why would anyone take thee buses if they didn’t have to?"