In all honesty, the MAX identity boasts leather seating and WiFi; and all of the MAX services offer this. I believe that the Sapphire/MAX names are more of an identity than a route brand which is why there is less attention to detail with the floors etc. The main aim to MAX is to upgrade the service at minimum cost. I admit that the mix-match of seat-backs on the X12 will be annoying to enthusiasts but I'm not sure how many passengers will notice.
After driving the MAX buses after refurbishment, you can overhear people always commenting on their 'new bus' and how nice they are etc. and I believe that this is the idea which Arriva is trying to achieve.
RE: Arriva North East: Latest News & Discussion - March 2015