I suppose it comes down to the following:
1) Do you think it's more important to service greater numbers on an already navigable route?
2) Do you think it's more important to open up completely new destinations?
Just thinking out loud now, I'd suggest #1 serves existing customers who know the process, how they use it and how to improve it. Whereas, #2 provides incentive to new customers. When I bought, I just wanted to know I could drive somewhere. I didn't care (and still don't) that my FREE power-up may be inconvenient. That's the trade I was prepared to make.
Using Barrie as an example, it will open up Collingwood, Wasaga, Muskoka, North Bay, Sudbury and I think that sells cars. If Cobourg were selected instead of Barrie, new customers would really just see the same 401 corridor and not be aware it was made marginally quicker.
I am firmly in the 'destinations' camp.