How are Montags actions contrasted to those of the passengers?

Montag carries a bible while he is on the subway and starts to read it as a distraction from the Dentifrice advertisement. Montag is affected by the annoying jingle while the rest of the passengers were "pounded into submission". His outburts regarding the advertisement and the book he's carrying make him someone the passengers are wary of and they begin to move away from him.