Why on Earth does the government think that we will take every opportunity to use public transport? It's all very honourable to be green, but when a bus ride costs £1.40 I think it's a little unrealistic to expect we will all rush to the nearest shelter at that price.
I have just come back from Spain where a bus will cost you €0.74 (around 55p) without a €5 card, and with the card each subsequent bus ride is likely to cost €0.37 (about 26p).
Until the bus companies are subsidised and encouraged to drastically lower their prices, I think people will be content with the reliable, private little car. Even people wishing to go "green".