Presenting the "macros" of SFO/OAK (local airports) is a great idea. Unlike commuters, airport-goers are probably more episodic in their usage of the bart system, so they're looking to purchase a ticket of a specific value for that specific trip, instead of the "large value" ticket they will use over many days. They also may be less familiar with the route map and ticketing system, so more hand-holding is a good thing. And of course, these stops are among the most popular destinations.

Another disproportionately popular destination is whatever stop is adjacent to the current major sporting event. During a Warriors game, for example, you'll see the trains loaded with people wearing jerseys and team colors that all flood out at the Oakland Arena.

So, the addition of dynamic main-screen macros like

"Go to the Warriors Game"

.. based on some local events feed and present during the appropriate hours, would be slick...