As a result of these problems, the MTA is doing some brainstorming and coming up with a whole bunch of ideas. Some of these we've heard of before (raising the amount of parking tickets and charging for transfers), some of them aren't going to make people happy (raising fares every couple of years and the transfer thing), and some of them are kind of out-of-the-box ideas. Like advertising everywhere (hopefully one's that don't smell) and naming rights. We can see that now-- like "Durex Brand N Judah: For When You Really Need to Get There." Or "the Mentos J Church, the Freshmaker of Muni." And hey, maybe they could do the same thing BART does and have a kind of flip-book thing going on to project mini-movies into the bus. Imagine how much more fun the 38 Geary would be if they had that.

Now Nathaniel Ford is saying these are all ideas they're floating out there, kind of a trial balloon thing. There appears to be a lot of balloons thrown out there these days, like Gavin's free Muni idea. Make all of this what you will.