Amsterdam gets their trains re-invented as art. New York gets a train re-appropriated for an ad. Hey, its America commerce makes it all go round, especially for the MTA, who could use the money right now. Target shelled out $250,000 from this deal, a first for the New York subway system, which has seen ad-wrapped cars before, but never an entire train.
As far as branded-transportation goes, it could have been worse than Target, which is usually a pleasure to visit compared to the other big retailers. Although, with cars that sometimes smell like a wet cat relieved itself on the floor, I suppose a Wal-Mart decorated train would have been more true to life.