That's the title of a post on GGW by Darren Buck. Here's a bit
The size and scope of measures to promote bike sharing equity vary, but all types of bike sharing systems are working to lower access barriers.Whether a large established system with significant government investment like Capital Bikeshare, a new small nonprofit system searching for funding like Kansas City B-cycle, or a for-profit system like Decobike Miami Beach, operators are expending the effort to lower access barriers.
So remember this whenever there are discussions of CaBi making a profit or not. This is the kind of thing government and charities do, not businesses. Starbucks doesn't try to figure out how to "lower access barriers" to $5 cups of coffee. They're just happy to serve the market segment they do and take that money.