Yeah that's starting to happen around here too.
There's not a whole lot one can do to prevent it.
My take is to convince a whole lot of people to swap their cards with each other. That is, you and I would each purchase a $20 card. Say you and I worked at the same company - when we arrived at work, we'd trade cards.
When I got home, I'd trade my card with my neighbor.
That would enable The Man to cut down on his cash handling expenses, which really are quite significant when you handle quite a lot of coin and currency. But it would make a total rat's nest of any attempt to track transit riders by tracking our payment cards.