To those who are posting about the brand being diluted and overused, a question: Does anyone who isn't an enthusiast actually care?

The average passenger will notice that attention has been given to their usual service, as will potential customers that commute or live along the route, resulting in potential passenger growth. People aren't going to be put off using the service because Arriva have painted the bus to catch the eye and added WiFi...

Similarly, someone living in Amble and having the MAX X18/X20 probably won't care about which other routes Arriva have brought under the same brand in a completely different part of the region.