[hipster duck]

Before they drop all fares on UPX, they may want to just consider dropping off-peak fares.

At peak times, the trains are reasonably full. It's just that there are long periods of the day when only 2 or 3 people will be willing to pay to use the service, so trains leave every 15 minutes 90% empty. They should never cut the frequency of the service - otherwise the convenience and time-saving aspect would be ruined - so they should just cut the pricing during those off-peak times to attract more people while still breaking even.

It's not mass transit, and a service like UPX should always have at least some empty seats. Once customers have to stand, the appeal of a premium service quickly goes downhill. Imagine paying to use the airport lounge and finding that all the desks and sofas were taken.