Cross subsidy isn't an issue. It's a very normal part of operating any business.
Businesses are typically open all day. There will be times during the day when the takings do not exceed the cost of being open, but they stay open for the convenience of customers, because it's simple and because good service breeds repeat custom.
Some people in here seem to think it's some sort of evil to operate a journey that isn't itself remunerative as part of a whole, and it's bizarre. Tesco doesn't shut when it gets a bit quiet.
Poor example that - because you can't forecast how much custom you'll get at various points of a day and with opening times it's about being open at consistent times.
If you want to use the supermarkets as an analogy they *don't* cross subsidise (nor do any successful retailers) because cross subsidy would be accepting store 'x' makes a loss year on year, which is off-set by the profits in other stores. Retailers monitor the profitability of their stores very closely and stores which make losses are closed because otherwise those losses drag down the overall performance of the company.
And incidentally one change they might make to reduce their costs is to amend the opening hours - which does happen.