I was undecided where to put this. 
Is it relevant to pricing? What about the decline in passenger numbers? Its certainly relevant to branding.
In the end, I plumped for this thread. Cos it was this twitter account where I found the link.
https://nationalbusmanual.com/2022/04/10...heir-hand/
An amazing article. An amazing speech and almost 50 years on - everything Wood said still applies and his logic ignored and undone by the busmen he refers to.