It seems to me that you have two choices when dealing with traffic: 1. Make the location less desirable. 2. Make the transportation more efficient. Obviously

It seems to me that you have two choices when dealing with traffic: 1. Make the location less desirable. 2. Make the transportation more efficient. Obviously nobody wants to do the 1st option, but the 2nd option is more difficult so they stick to the 1st. It seems a little backwards to me, like the goal is simply having less cars regardless of secondary or tertiary negative impact.