Giving away rides: makes paying riders feel good about paying, good advertisement.
Self-produced biodiesel: beyond the "feel good" advertisement, they may actually be saving money if they get the used cooking oil for free. "Right now we’re starting with a downtown loop, which serves primarily entertainment venues, bars, and restaurants." -- Restaurant owners likely are donating their used cooking oil to the bus that stops at their establishment and drops off patrons.
Self-produced biodiesel: beyond the "feel good" advertisement, they may actually be saving money if they get the used cooking oil for free. "Right now we’re starting with a downtown loop, which serves primarily entertainment venues, bars, and restaurants." -- Restaurant owners likely are donating their used cooking oil to the bus that stops at their establishment and drops off patrons.