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Sorry Dodgy, there is no requirement for a Bus company to run an unprofitable route.
The bus operators are free to run whatever profitable routes that they like and the unprofitable routes (and times of the day) are franchised out to the lowest bidder.
The only way this becomes unprofitable for the bus operator is if they get their calculations wrong. If the bids are all too high for the franchisor to accept the service doesn't run, they can't force an operator to run the route at a loss.
The bus operators are free to run whatever profitable routes that they like and the unprofitable routes (and times of the day) are franchised out to the lowest bidder
Except London, where a large wedge of the nation's buses are concentrated.
You provincials with your "man in a minibus" bus services really must try and keep up.
TonyEnglish: I would suggest such a driver does get penalised for driving on a busy stretch of road: when stuck in a jam they burn more fuel over the journey than if the road was empty, also they have to set off earlier to get to work at the right time.
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