Bus vs. Buss

On a Media Post e-mail roundup today came this headline:

Public Schools End Ad Segregation, Begin Bussing

Which provokes a "What the h--- does that mean?" reaction on a couple of levels:

• The hed, which points to a USAToday story about how school districts are selling ads on their school buses, falls into the trying-to-be-too-cute category. Ad "segregation"? And linked to one of the most inflammatory terms and actions of the past four decades? I think not.
• Then, of course, there's that "bussing" thing. Let's stick with that term for kissing. Now, certainly, I want to buss my kids, but if it must, I prefer that the school district bus them.

The USAToday hed, Advertisers catch the school bus, makes a lot more sense.