Um, yes, it's basic economics. If a product or service is subsidized, more of it will be consumed.
I will disagree with Forbes on their GPS tracking suggestion. The privacy implications are enormous, and I bet it would take the feds about 15 seconds to demand access to the database.
Well, I'll agree if it's an all-you-can-eat buffet or unlimited internet access :-) When will they charge for chocolate or maid service like this?
Driving is a pretty inelastic commodity, though.