I think we've seen this piece before previously, and in marketing terms it was an example of perception, context, and targeting.

As the piece pointed out, if you invite people to come listen to music in a dedicated environment and charge for it, they will come. If you throw it away for free at an untargeted crowd in an untargeted environment, people will continue to move on as normal. After all, that's why they are in the station and not a concern hall.

For the record, I didn't really enjoy that bit that Joshua B was playing there; it sounds like an "acquired taste", even for a Bach fan like myself.
Maybe I would have taken some cash out of his case to pay for a pair of ear plugs (nah, that's harsh, but still)