Yes, what IS a Hyperlink?
Perhaps a character from a Dungeons and Dragons game?
So if you click (here) ...
In passing, please note that First directs exasperated enquirers to Traveline. Surely a point of contact for the launch of a high profile top-of-the-range service should not be delegated to a mega call centre. If fbb were running the Hyperlink project (fat chance!), he would want dedicated enthusiastic "route-specific" staff to sell it.