The short answer is because Trimet has been a miserable failure when it comes to modern fare collection technology. Never ending problems with TVM's combined with a NAZI like approach to fare inspection has combined to form the perfect storm for the Trimet propaganda machine.
Ya cell phone apps are hot in general, the public eats up this cell phone crap.
They do address in this little video the possible future here, which is already available in HONG KONG, an application that would allow you to use this particular application not just on Trimet but in retail and other locations.
I'm not degrading the technology, obviously its a useful tool and if I were a regular rider I would most likely get it myself . What I object to is the media frenzy and Trimet never ending self congratulatory, bragging which I find offensive. If they had kept up technologically with modern fare collection methods this would have been no big deal. Hell I have all my retail store cards on my cell phone, it makes perfect sense to have this available. All the free publicity is just amazing as seen below.
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