That's a good point. The X66 is unique link, has been branded since the 1980s and generally has money invested on it - however, won't take much money from passengers.

Getting away from the flagship topic slightly, I have been working in Bishop Auckland today - the Arriva X1 was running just in front of the OK1 about 30mins ago.
Standing room only on the Arriva - quite a few seats on the GNE service, despite both buses being similar types.

Arriva has a massive presence in the town, but is a relatively new 'name'. It hasnt spent a fortune on funky names or colours either.
GNE went back into the town after having a sole 21 (and more recently the Pronto) representing the company and in turn, have half heartedly created a couple of new routes, relying on a historic name to attract passengers.
GNE actively promote the buzzfare saying that it can save money. For a fairly isolated community, with not many GNE connections (but plenty of ANE connections) - what are the chances passengers of getting the OK1 and buying a buzzfare ticket?

Has the OK1 been cancelled because of poor planning, poor connections or because they relied too much on the historic branding to generate custom?
If more time had been spent on improving connections at various points of the route, so that the buzzfare was an attractive ticketing option over the Arriva tickets, rather than re-introduce OK (as nostalgic as it was), a betting man would have staked money on it being a tad more successful.