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I received some mail from AC Transit the other day. It was addressed "Resident," but was otherwise thoughtfully customized: the full-color, two-sided mailer included the route and schedule for the TransBay bus route closest to me. Also included was a four-ride ticket.

I think this is a great promotion. It feels like it was designed by somebody who studied the demographics of my neighborhood, or, heavens, might even have ridden a TransBay bus.

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