Because by creating a better QOS, you will naturally enhance riders. Let me ask you something, what looks better, an 85 Ford, or an 05 Ford. Buses should never be mistaken for Rail, and JTA's quotes in the recent past about buses being like rail are crazy. However, you can't have rail only. The City Of New York has the largest passenger rail transit network on America, and I believe they have more buses than anyone as well. You need them both. Just like crazy Uncle Ned makes your family complete, buses make a transit network complete.
By having dedicated bus corridors, you can more easily invest the money for nicer stops, better headways, signal priorities, etc.
And also, I can't speak for MJ as a whole, but I do not endorse this service on a residential street.