The article is really about messaging and strategy then caring about cars. Specifically the author says: > But the project won't grow beyond my town if I can't

The article is really about messaging and strategy then caring about cars. Specifically the author says: > But the project won't grow beyond my town if I can't attract other participants. So basically, I think the author is saying don’t “other” people because they happen to live in a town that relies on cars, rather invite them into something cooler and hip