So, given that you claim to have been a consultant, why don't you offer your services to Reading and let Martijn Gilbert know exactly where he is going wrong? I'm sure you'll have things at such a backward-thinking operator sorted out quick-sharp.So change the fare system or introduce touch off.
The fare system is certainly no excuse for not allowing smartphone ticketing for singles. You could choose route number, origin and destination.
Or alternatively Martijn knows a lot more than you do about such things and there is a real reason why your very odd desire not to have to talk to the driver has not been acted on.
I wonder which is more likely?