This right here is the issue that Britain's Transport faces. There are some really poor operators around the UK who constantly drag down the industry and lead to the endless negativity from the press. Operators whom put in minimal effort but still expect services to be successful and when that goes up the wall, run off crying to the council like a little baby begging for more money to keep them and their services afloat. Completely ignoring the fact that they are the issue. Some stupid councils then keep throwing money at the shambolic bus operators rather than trying to work more with the operators who are willing to put in a bit more effort and grow usage.
Sadly, the bad operators get far more air time than they should and the very good operators who do a stirling job day in, day out, get little recognition outside of the industry and sadly are in fewer numbers than the dismal operators. As an industry, there needs to be a huge kick up the backside for the poor operators and if they don't improve, they need to face all consequences which are legal (like not letting them join earned recognition from DVSA, kicking them out of trade bodies etc etc). Spineless Traffic Commissioners holding operators accountable for their actions as well. Councils need a kick up the backside as well to stop throwing hundreds of thousands of pounds at operators who refuse to comply with legal obligations (like Bus open data) and put money into operators who will at least put in the effort to get people back onto the buses, not just plod on letting the route decline and potentially die off.
I think that right now, the big firms know that they are on a ticking clock before franchising or full renationalisation comes in so they are trying to rinse the taxpayer now before they become extinct. If they want to remain in business, they are going completely the wrong way about it. Cutting back all of the routes to bare minimum that they can get away with, constantly discouraging passengers from using buses with services never showing up (because some depots are incompetent at regulating services, others point blank refuse to amend timetables to reflect what they can operate) and customer service becoming worse and worse. More robotic by the day. Let's be honest, why would anyone want to get on a bus today? The uncertainty that the bus won't run (gone are the days of 95% punctuality eh, now it's just run what you want, when you want), if it does turn up, it's probably a much older bus than you had pre covid with less features onboard. It's probably had any nice things taken off it (like branding which gave the local feel).