I think it's pretty clear what TrentBarton's intentions were with Skylink (bolster flagging overnight loadings and monopolising EMA) but it's clearly failed. What they've actually done is allow Premiere a pretty easy win by leaving the fast route to EMA open.
As a random EMA passenger from Nottingham, I could choose either the slower, more expensive Skylink or the faster, cheaper, Red Flyer where I can also be assured of luggage storage and even a booked seat. Even if my departure or arrival time coincides better with one of Skylink's half hourly services, there's not much difference (in terms of arrival in Nottingham) between catching that and just waiting for the next Red Flyer.
Add to this that Red Flyer is effectively taking over an already known service (in all but brand), and because they're not taking the brand they've even got a 2 day overlap with which existing regular Skylink passengers can become familiar with the Red Flyer.
Something is clearly a bit wrong with TrentBarton right now. Trent has for decades relied on its position as the friendly operator for passengers and the gentlemanly operator towards its possible rivals (Felix, NCT etc.). It was the combination of reputation and support from other local operators which meant they swiftly saw off Delta Bus in the 90s without any temporary fare reductions or other such gimmicks.
Fast forward to the late 00s, and another challenger appears. Rather than simply relying on their good name, they've taken to having a massively inconsistent and variable fare structure which change so often it's hard to keep up and introducing gimmicky services which they pretend are nothing to do with them. BargainBus? Oh no sir, that's Midland General doing that, not us. The duplicate of Premiere's X9? Oh no sir, that's Kinch, not us. The public don't like being bombarded with here-today-gone-tomorrow fares and services, nor do they enjoy being treated as idiots expected to believe that the distinctive Trent-red buses driven by Trent uniformed drivers are nothing to do with Trent.
Further, in this over-defensive vein they've managed to strain the long-standing goodwill between themselves and NCT, and totally annihilate another company which they have always previously worked with (as far as I can tell, out of sheer paranoia that Premiere would become involved!).
All this, and what success has TB had in seeing off Premiere? Limited at best, I'd say.
If heads are on the chopping block at Wellglade as suggested, I think it's about time the guillotine was lowered.