I have only used GCT once on the 319 from Jarrow to North Shields. Journey time was minimal and I used my staff pass so couldn't mention about fares. However, as a driver for one of the big groups and one who spent quite alot of time driving tendered services (before and during Covid) I would like to make the following points:

Fares are I believe set by Nexus - an example being the 33/33A (as they were) around the docks to the City Centre in Sunderland. Fares on the 33/33A were different from the evening and Sunday service 8 when GNE operated it. 

Wifi/Next Stop and all the bells and whistles that many take for granted, don't get me wrong they are nice however Stagecoach don't have Wifi/have recently turned it off to save money and nor do they do next stop announcements. Whilst it would improve the passenger experience and benefit many groups, those that use tendered services (again from my experience) are mainly free pass holders (elderly and simply don't use the wifi etc) and many are short hops of a few stops. 

As I have stated elsewhere, I have driven the 79A on many occasions with passenger numbers able to be counted on one hand and sometimes zero passengers. Maybe it would be worth looking at why passenger numbers aren't there (alternative services e.g. Easington Lane to Hetton or Houghton on the X1) or just simply no demand.

It would be nice to see some other independents or even the big boys operate more Nexus services but like everything it's all about cost and Nexus will want value for money for public money and if GCT are in best place to offer that then so be it. 

Worth noting (I feel anyway) GCT seem to have fairly new buses regardless of size and type and for the main they seem to be suited to the routes they do. For quite a lot of passengers (particularly when your bus breaks down) seem to mention the age of a vehicle and how old it is. So whilst all the creature comforts we have come to expect may be missing, its still a new bus (as passengers seem to believe new buses don't breakdown).