Am not sure what other options there are, but an inter-town bus modeled on the "Naked Bus" model in New Zealand, using a subscribed passport system or pre-packaged route pass, wouldn't be the worst option. Many people head back to their hometowns on the weekends to visit friends and family, so small town visits are often not "one-off" visits for most regular bus travelers (lots of commuter types). Have a pay-as-you-go option with card tapping or an app booking would also be a way to fill seats. Also allow Skip the Dishes to drop off food on the bus at the halfway/intermission point.
Feel like something might pop up in its place if something already hasn't.
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