I believe that Metro (West Yorkshire Combined Authority) have relaxed the branding in their bus stations to make it look a little less generic e.g. Huddersfield which sees one First Huddersfield branded timetable case and Leeds which sees a mixture of LeedsCity from First, Transdev and Arriva branded cases alongside the generic Metro versions. Otley is owned by The Orchard Centre to which the site is bolted on to but is part managed by First who have someone employed as banksman. Otley Town Council is involved with the provision of a departure screen in the nearby town council offices.
I've suggested to Metro (on a few occations) that they could always sell off Bradford Interchange, Halifax, Huddersfield and Todmorden bus stations to First and Cleckheaton, Heckmondwike, Dewsbury, Pudsey, Hemsworth and South Elmsall bus stations to Arriva, whilst retaining Leeds, Seacroft, Wetherby, Brighouse and Holmfirth. Cash rasied during the sale can be put towards more bus and rail projects.