(Yesterday, 11:10 pm)TheClumsyPineapple wrote The announcements on the X45 now announce it as 'this is the X45 service to Newcastle' on the new streetdecks. As opposed to everything else still referring it to 'Xlines'. The X15 still oddly is referred to as Xlines despite not having any branded buses on it for a long time. I feel Xlines has become another Arriva MAX.

It's as though the penny has finally dropped. 
Titivations and paint jobs don't attract passengers. 

On a personal level, I see a route with an X prefix and then a promotional/branded livery - I expect that route to be fast.
Using the X1 as an example, it's slower than the X5 was 20/30 years ago.

It could be argued that's because there's more cars on the road. It could be argued its because it stops in more places. 
Either way, having more stops and it being slower - contradicts the impression or expectation it's fast.
And in turn, leaves passengers disappointed when it's not fast. Probably pushing them towards the car, which slows the bus down/encourages it to call at more stops in a bid to attract passengers etc etc.