And it won't be Arriva who have the resources to stand the losses, should they so choose.
Our total number of buses on the route has now doubled to 16 an hour. But Derby Council Leader Ranjit Banwait ...
In steps Arriva to "respond" to the Your Bus onslaught on it profits with ... Tada! ...
As an aside, Arriva has managed to cloud the issue by combining 1. 1A and F1 in to a gloriously off-putting comprehensive timetable on-line.
Does this silly competition help the cause of public transport? Absolutely not!
Maybe next will come an even more aggressive and desperate fares war, but, in the end, it does not take much prophetic skill to map out the future.
Tomorrow, returning to sanity, we explore an Identity Crisis.