I think that being a direct route will be the biggest selling point. Even though I consider myself a smart traveller, and I could certainly get from A to C via B if I had to, being able to hop on one bus and get there directly is enticing. I can certainly afford to take a taxi, and sometimes I do, but I'd rather pocket the $50 difference (or whatever it may be) and put that towards food, wine, etc. The time-price-convenience trade off is quite good in favour of the new bus service, in my opinion. Essentially, it simply gives people another option, and I think that many people will utilize it.
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