In considering the ways service on the metropolitan area’s subway service can be improved and expanded, WMATA has been giving careful thought to the ways new cars can be designed and how the whole ridership experience can be improved. DCist readers haven’t been shy in sharing their opinions either, from debating whether or not short people have any reason to live to discussing options that could be borrowed from other urban public transportation systems.

What, then, to make of what’s going on in Atlanta? A DCist tipster alerted us to an article in the Atlanta Journal-Constitution detailing how the managers of that system — named for that crotchety great-aunt who blurts out embarrassing family secrets at inappropriate occasions and who smells vaguely of cheese — MARTA, have partnered with consultants at BrightHouse to come up with ways MARTA can be remade and rebranded.

BrightHouse CEO Joey Reiman says his goal is to “create a transit system that will elevate people, not just transport them…move them emotionally.”