It's nice to see that an organization that is so flush with cash-flow is giving back to the world. ....oh, wait.

The thing is, this program isn't going to make or break Amtrak. In fact, I would argue that the value in offering a program like this is financially brilliant.

What do you think when you think Amtrak? Trains? Um....old school? Um....who takes Amtrak? I have no idea. On LA radio, they are advertising Amtrak from LA to Chicago for 2 or 3x the price of flying to Chicago. My only thought was "why would I want to take a fucking train to Chicago? My god that sounds long and horrid and expensive."

Maybe because I'm on the west coast or because my only experience with Amtrak was taking a $110 train from NYC to Boston after a snowstorm because the $15 chinatown busses weren't running and class was starting, but I don't ever think about Amtrak or google them or look at prices or consider using them to travel anywhere. The opportunity to get people on board, for a nobel reason, so perhaps they chose Amtrak over flying or Chinatown busses next time is a great decision.

Writers may have a great experience and advise friends, family or internet buddies to take Amtrak in the future. They might see some gorgeous country and chose to take their kids on Amtrak later. People might check prices on flights, busses, and Amtrak next time they need to go somewhere. No one really considers Amtrak as a viable mode of transportation but Amtrak does have an opportunity to establish themselves as a transportation + relaxation + great scenery + get work done. My views on Amtrak have changed a bit solely because of this single Hubski conversation. How many other people have thought about Amtrak as a company and service solely from this incident?

The branding / name recognition in such a positive light will more than pay for the cost of the program and the twitter and blog conversations are worth more than the media buys for their national ads.