Ridesharing on a bus with other people is now considered to be aloof? I must have missed the memo.
Stats and logic are poor defenses against symbols, demonization, and rhetoric in politics.
These employees might drive to work (worse for the environment) if this bus service was not provided since public transportation might not service where they live.
It on the other hand provides a tangible, accessible symbol to demonization and attack with rhetoric.
Don't like it? Then you might think a bit when a news network or a comedy show starts hammering a group.
[edit] I should add I don't agree with the protestor's plan of action or targets, I'm just trying to explain why and how effective their targeting is. Its a long tradition and very easy for the public to buy into.