This apparent win-win focus is on rewarding people to increase "loyalty" and frequency of those commuters who use of options other than driving alone. Another outcome from this approach is increased word-of-mouth advertising to increase participation.
While many TDM agencies seem to focus most of their resources on trying to convert the "drive alone" commuter, approaches like NuRide reflect an understanding that it should be less expensive to retain existing customers (and increase "purchasing" behavior) than attract new customers and pay for performance (the more you do, the more points you earn). Given the erosion of the regular use of transit and carpooling over the years, one wonders how many more people would have remained in those modes if more attention (and resources) were placed on retaining existing transit riders, carpoolers, etc. Still, it isn't too late to start.