How do I (properly) invoke a systemd service from udev with an argument?

I'm trying to trigger a systemd service from udev when a USB storage device is inserted, and pass device info (the name) to my service which will feed it to a script.

I have created a udev rule(/etc/udev/rules.d/99-foo.rules):

ACTION=="add", KERNEL=="sd?", SUBSYSTEM=="block", ENV{ID_BUS}=="usb", TAG+="systemd", PROGRAM="/bin/systemd-escape -p %k", ENV{SYSTEMD_WANTS}+="bar@%c.service"

My systemd service (/etc/systemd/system/bar.service) is relatively basic:

[Unit] Description=Script to do stuff with inserted device. [Service] Type=oneshot ExecStart=/root/bin/usbhook %I [Install] WantedBy=multi-user.target 

When I check /var/log/syslog on USB drive insertion, I see the drive identified by the machine, but my systemd service does not launch:

Jan 1 18:58:18 metapi kernel: [ 4542.190520] usb 1-1: New USB device found, idVendor=0781, idProduct=55a5, bcdDevice= 1.00 Jan 1 18:58:18 metapi kernel: [ 4542.190547] usb 1-1: New USB device strings: Mfr=1, Product=2, SerialNumber=3 Jan 1 18:58:18 metapi kernel: [ 4542.190560] usb 1-1: Product: Cruzer Snap Jan 1 18:58:18 metapi kernel: [ 4542.190571] usb 1-1: Manufacturer: SanDisk Jan 1 18:58:18 metapi kernel: [ 4542.190584] usb 1-1: SerialNumber: 4C530000180521234567 Jan 1 18:58:18 metapi kernel: [ 4542.211636] usb-storage 1-1:1.0: USB Mass Storage device detected Jan 1 18:58:18 metapi kernel: [ 4542.225388] scsi host0: usb-storage 1-1:1.0 Jan 1 18:58:19 metapi mtp-probe: checking bus 1, device 22: "/sys/devices/platform/soc/20980000.usb/usb1/1-1" Jan 1 18:58:19 metapi mtp-probe: bus: 1, device: 22 was not an MTP device Jan 1 18:58:19 metapi mtp-probe: checking bus 1, device 22: "/sys/devices/platform/soc/20980000.usb/usb1/1-1" Jan 1 18:58:19 metapi mtp-probe: bus: 1, device: 22 was not an MTP device Jan 1 18:58:19 metapi kernel: [ 4543.230653] scsi 0:0:0:0: Direct-Access SanDisk Cruzer Snap 1.00 PQ: 0 ANSI: 6 Jan 1 18:58:19 metapi kernel: [ 4543.232528] sd 0:0:0:0: [sda] 250085376 512-byte logical blocks: (128 GB/119 GiB) Jan 1 18:58:19 metapi kernel: [ 4543.234365] sd 0:0:0:0: [sda] Write Protect is off Jan 1 18:58:19 metapi kernel: [ 4543.234392] sd 0:0:0:0: [sda] Mode Sense: 43 00 00 00 Jan 1 18:58:19 metapi kernel: [ 4543.235109] sd 0:0:0:0: [sda] Write cache: disabled, read cache: enabled, doesn't support DPO or FUA Jan 1 18:58:19 metapi kernel: [ 4543.236616] sd 0:0:0:0: Attached scsi generic sg0 type 0 Jan 1 18:58:19 metapi kernel: [ 4543.266857] sda: sda1 Jan 1 18:58:20 metapi kernel: [ 4543.274096] sd 0:0:0:0: [sda] Attached SCSI removable disk 

Note that I believe my udev rules and systemd script should flow properly. If I replace my udev rules with ACTION=="add", KERNEL=="sd?", SUBSYSTEM=="block", ENV{ID_BUS}=="usb", TAG+="systemd", ENV{SYSTEMD_WANTS}+="bar.service", which doesn't pass an argument, the systemd script launches:

... Jan 1 19:03:27 metapi kernel: [ 4850.274286] sd 0:0:0:0: [sda] 250085376 512-byte logical blocks: (128 GB/119 GiB) Jan 1 19:03:27 metapi kernel: [ 4850.275523] sd 0:0:0:0: Attached scsi generic sg0 type 0 Jan 1 19:03:27 metapi kernel: [ 4850.276057] sd 0:0:0:0: [sda] Write Protect is off Jan 1 19:03:27 metapi kernel: [ 4850.276081] sd 0:0:0:0: [sda] Mode Sense: 43 00 00 00 Jan 1 19:03:27 metapi kernel: [ 4850.276840] sd 0:0:0:0: [sda] Write cache: disabled, read cache: enabled, doesn't support DPO or FUA Jan 1 19:03:27 metapi kernel: [ 4850.309435] sda: sda1 Jan 1 19:03:27 metapi kernel: [ 4850.316819] sd 0:0:0:0: [sda] Attached SCSI removable disk Jan 1 19:03:27 metapi systemd[1]: Starting Script to do stuff with inserted device....