mass transit is already hugely subsidized...
Not in Atlanta. There are a lot of politicans scared by "OMG black people in suburbs around white women" who have worked damn hard to prevent subsidization. They even passed laws requiring wasting the federal subsidies (the feds pushed back on that somewhat... now only 1/2 of the dollars are wasted).
Recently, votes supporting subsidization of the transit system were lost.
Further, the control is kinda crazy, there are many competing transit options on a county by county basis (keeping in mind that the Atlanta area has like a dozen counties) that interoperate poorly to prevent the mixing of economic strata, and the state control that keeps things from being done well...
. Most mass transit systems do NOT break even after collecting all the tickets and passes...
As such, saying "hey they should just lower prices" is not really rational.
It's perfectly rational to subsizide things you want more of. And it's hard to think of a reason to not want more mass transit. Lower traffic, lower pollution, lower road maintance costs, lower accidental deaths, lower DUIs (while maximizing drinking opportunities), lower parking issues (and the corrallary tighter population densities/resturant densities), more freedom for poor people. In fact, it's hard for me to think of a reason it shouldn't be 100% free.