The campaign has been criticised by some commuters, with many mX newspaper letter writers commenting that the money spent on this campaign could be better spent elsewhere.
A book "There's no 'I' in Carriage" and a website were created (the website is not active as of 2010); the title of the book being a parody of the saying "There's no 'I' in team". Both are intended to be humorous and are designed to imply lessons of passenger consideration rather than state them directly.
The character of Martin Merton was portrayed by Jim Knobeloch.
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