
(click to enlarge, or just read below)
I was glad to see this ad again because it puzzled me earlier and I wanted to have a chance to think about what it says.
What it says: "Believe it or not. In 1986, the subway and bus fare was $1. That's $1.89 in 2008 dollars. Today 30-day Unlimited Ride MetroCard* brings the fare down to $1.17. Believe it."
Here's the part that worries me: in what sense does a 30-day Unlimited Ride MetroCard bring the fare down to $1.17? You pay a flat fee for an Unlimited Ride MetroCard, which means that for Unlimited Ride passengers, the fare for a single ride is pretty much theoretical and varies depending on the number of rides you take within those 30 days. This means that we can say, even before doing any calculations, that the $1.17 claim simply is not true: $1.17 is not the cost of a single ride in pretty much the same way that 5'10" is not the height of a man.
Given that, let's see what they're trying to say. A 30-day Unlimited Ride MetroCard costs $89, but I think the ad might have come out before the fare went up from $81, so let's look at that lower number (although you certainly could complain that they have an obligation to take down or update any ad that brags about outdated fares). If you took a round trip once a day, every day, including the weekends, then that's 60 rides per 30 days, and each ride will have effectively cost a little more than $1.35. Now, I'm no mathemagician, but I know that $1.17 ≤ $1.35 ≤ $1.48 (the cost with a present-day, $89 MetroCard). So then where does the $1.17 come from?
Algebra, don't fail me now!
$1.17x = $81
x = 69.23
So I guess what they meant to say is that an old 30-day Unlimited Ride MetroCard brings the fare down to $1.17 if you take a little more than eight round-trip rides a week. So how did they come up with eight? We can guess (or hope) that that's the average or something, but does it even matter? One way or another, the "if you take a little more than eight round-trips a week" part seems pretty relevant, and leaving it out seems pretty questionable. Why didn't they say "can bring the fare down" instead of "brings the fare down" [emphasis mine]?
Probably because it can bring it down more than that. For example, if you take 89 trips in 30 days, the fare is just 52¢ (1986)...and if you get up around 200 trips (only about three round trips a day), you can bring the fare down to about 44¢, or one 1948 nickel—the cost of the subway for our grandparents, the Greatest Generation, who defeated the Nazis in World War II! (Of course, if you only take the bus or subway once, that's an $89 ride. But who would do once what he could do 200 times?)
If you're going to hide a number (in this case 69.23), then that number had better make a lot of sense. Its being the City average, if it is so, is a not-unreasonable defense, but it seems to me still unjustifiable by virtue of being fairly high: with access neither to the hidden number nor to statistical averages (nor to a calculator), I think a consumer might reasonably assume that $1.17 was the average fare for someone who takes the subway to and from work every weekday—no? I mean, how much is the fare if you just do that?
Get this: if you use it only to go to and from work five days a week, "30-day Unlimited Ride MetroCard" (old $81 version) brings the fare down to...wait for it...$1.89. Um...so...what has some claim to be the most basic, middle-of-the-road use of a MetroCard winds up costing you exactly what it cost in 1986.
Oh: except that of course now that card costs $89, so now it's $2.08. It's gone up 7¢ (1986).
I think that if an ad is going to try to drive a point home by throwing numbers at you, it is irresponsible, even unethical, for that ad to leave out key information—particularly information having to do with whether those numbers actually apply to you. Anything else is manipulation and deceit. And when a closer examination reveals that the fare drop they're talking about could just as easily be pegged at zero... Well, that, in the words of Jesus, is laughable, man.

Nobody fucks with the Jesus.
* It annoys me that "30-day Unlimited Ride MetroCard" is being treated as a name, such that it does not get an article.