I've been looking into the 840 and there's certainly other flaws that are less noticeable,

Whilst there's a big push for taking people over the moors and to Whitby, whilst for people originating from Whitby, it becomes fairly pointless if you want to go any further than Malton, saw a comment on Facebook suggesting that you can only have about an hour in York by catching the first bus from Whitby at 11am before having to catch the last bus back to Whitby at 1432 from the Stonebrow (equating to only 77 minutes) making a trip to Leeds & back impossible. I've caught the 11:00 off Whitby before and it's mostly just been people heading to Goathland then a few going to Thornton-le-Dale/Pickering/Whitby. Considering the amount of people holidaying in and around Whitby, you would think that there would be an earlier bus departing from Whitby, even 9am could be an improvement and potentially bring a few extra passengers in although fear this would only work if another operator such as Arriva took it on so it doesn't have to get from Malton to Whitby before 9am although there's shorts to Thornton-le-Dale around this time.

Reliability is another issue at times, Coastliner has suffered with the national driver shortages meaning trips are being cancelled at times, another issue is the service being prone to delays due to how long it is and the areas it has to run through, during peak summer season it's not uncommon to end up running 30+ late which whilst irritating to tourists getting less time to explore Whitby, that delay can mean missed appointments or being late for work etc.