It's not just the sponsors who have skin in that game, unfortunately - it's 95% of everybody. How many people bike or walk to work at a given media outlet? At a

It's not just the sponsors who have skin in that game, unfortunately - it's 95% of everybody. How many people bike or walk to work at a given media outlet? At a given school? Maybe one guy they all think of as eccentric, plus an intern who's young and broke? The rest [Edit: ...who don't take transit] drive because (ironically) the number of cars on the roads makes it too unsafe to do anything but add another car. [Edit: Or because they bought a house so far from work that it would be an athletic event they're not up for.] How do you get someone to confront a problem where they are the shooter?