A lot of cynicism on here, but at least Simon Clarke has worked with others to get these services off the ground - and hopefully improved upon. Yes Arriva probably should have been involved or done more, but for various reasons they wont, and rarely do add to their services.
The contract is for a year, not until July. That would be pointless.
And local people have asked for improved bus services, it does tend to be a priority for those out in the sticks.

As is always the case, though, ultimately the buses will need people to use them so we shall see.