For years, operators have told us services operate using data from previous years.

If they are indeed doing that, why isn't anything changing? 
If demand is increasing year on year, why aren't operators stepping up and beyond?

In addition that, I would love to know how data is analysed for services that are non-existent on Bank Holidays.
How can they work out passenger demands, without data?

Yesterday, I went inland for the day, visiting areas served by a major operator during the normal working week - when demand is probably lower than it was yesterday (judging by the cars parked and visitors visiting - in addition to those living and working in the areas).
Was there a bus service yesterday? Whey no. Of course there wasn't.