This is an old ruling also followed by chassidic groups like Chabad. How do you think chabad runs all those shuls for the non religious? The argument is a simple one. A non observant person will be driving and violation shabbat whether or not you invite them. So its better when they stop the car they come to shul or your shabbos dinner/lunch table table than a mall or a movie theater. I strongly recommend ynet actually get some reporters with some actual knowledge of the religious community rather than activists looking for a sensational story..

I think this issue was debated and decided over 70 years ago. But then again, it may never have been issued in a formal ruling. Judean law has precedents where the decisive ruling on a novel topic is being followed decades and even centuries before it is formalized, leaving ciitizens on the fringes (who cannot say "this sage did it this way") to constantly wonder until the formal ruling. I suspect this is the case here.

The Rabbis couldn't possibly be wrong about this.

I know someone who ultimately stopped the return to religion process because she felt it would distance her from her secular family. This type of ruling could help in such cases. Hopefully it will bring mixed religious-secular families closer.

Preshabbos vouchers for tavel are an option like the Shabbos Lift .