That's an interesting theory and one I would tend to agree with.

It also seems to go against the grain regarding theories about 'brand loyalty', rather than loyalty (or familiarity/affinity) towards a number or particular route.

An ex-girlfriend who didn't drive and lived in the Stanley area, often caught the bus. Can't remember the number of the service, but there was one which ran between Durham and Stanley, via Grange Villa, West Pelton and Beamish. Obviously apart from being handy, it was unique, different and one which evoked memories of when she was younger and with a parent on a day out or returning home from a friends or college.

That service doesn't exist any more, how she feels about the Diamond - who knows, but certainly adds weight to our comments.