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I will say that it has generated considerable publicity and I expect it will do so pretty solidly through the coming year. It is also better publicity than they could get from a simple ad. This puts them in a positive light on a couple of different levels. In addition, there's the word of mouth. I've been telling tons of people about this because it seems like a great opportunity and also, just a really cool thing. I think that my enthusiasm and personal avocation of the program probably has more impact that an Amtrak poster or YouTube ad would have. Financially brilliant? Maybe, if they are also using this as an opportunity to downsize their marketing. AKA axe a couple jobs.