I have to go check it out... according to the article, it sure sounds as though they are making considerable effort to do more than just "share the road." The comment about encouraging women, casually dressed, to feel comfortable on the streets IS the key to getting more people overall on bikes... rather than the racer-like mode that some would have us believe is the only way to ride bikes.
When people can casually ride a bike down to the corner store as easily as they can drive (or better yet, easier than they can drive) then the right goals are being met. When one has to act like an auto and hope to be treated as one... well, good luck with that.