Melinda,
The short answer is yes, you can use the GTFS data model in your commercial product.
However, it's not clear if the current license from Google for GTFS is CC BY 3.0 or Apache v2.0.
If It's CC BY 3.0, you'd need to give Google Attribution as specified in:
...but if it's Apache v2.0 then there are no obligations.
I opened this issue on Github to hopefully get clarification from Google, which has more details:
I'd suggest commenting there with any insight on why CC BY 3.0 might be restrictive for some companies, or why companies may prefer one over the other.
Sean