The problem with Sapphire is Arriva just copied Stagecoach with the Gold concept without understanding why Stagecoach were doing it.

Stagecoach did a lot of market research about underdeveloped markets and how to tempt non bus users in those areas.

Arriva just slapped the "Sapphire" logo and retrofited chucky plug sockets on anything with four wheels without actually understanding why they were doing it. It was/is essentially meaninglessness