At least in Salzburg people own cars because the existing public transport is not sufficient and unreliable. Not because public transport is expensive, it isn't when your job doesn't offer free parking somehow.
I live in Switzerland and had one of those cards here (Gea). The difference is that everything is perfectly connected and it's less unusual to work in a different city because of that.
My guess is the 'klimaticket' will be used mostly by business people and regular travelers who already used the train system either way. Essentially only losing money.
But who knows :)