The use of crypto token to track user movements on a transport network has an upside for the provider, in that they can analyse usage data to improve their network.
For the crypto world, the gain could be much larger, in that all of the companies users will hear about blockchains.
or at least they will be using them even if they don't know or understand what they are.
Any increase in exposure to the crypto world, means more growth and acceptance of it.