can I just add that First are not the only bus company in the country so it is unfair to tarnish the rest of the bus companies with the same reputation.
With regards to it all being the bus company's fault, well ,most routes are sunsidised by local councils. Timetables and faretables are designed by the local councils and put out to tender. This will also specify size of vehicles, and at what time bus passes are to be accepted.Best value will then win the tender.
So, the number and size of buses is down the local authorities.
With regards to the revenue from the bus passes, it is a very complicated process to claim it back (trust me, I spend a lot of time trying to claim it for my company), but the basisc premise is that bus companies should not gain or lose revenue from accepting the national bus pass.
So basically, an average fare is worked out on each route from existing passenger data and the bus companies can then claim a percentage of this average fare, usually about 30%, it then has to be claimed from all the district councils, not the main local authority, so records must be kept of which stop they are at each time a bus pass is presented, and then claimed.
Anyway, what I'm trying to get at, is don't automatically blame the bus company. Some are small family run affairs, trying to compete with multi-nationals like Arriva and Stagecoach, that are providing an essential service (especially in rural areas), and providing some competition to the larger companies to stop them becoming too powerful!