I find it slightly strange that a number of these articles make reference to "First West Coast" being an already registered company.
Looking at the history, it was formerly known as "First Essex Thameside" and changed name back in early 2011 and is currently dormant.
Therefore the company was quite clearly registering a company in advance in the expectation that they would win a new franchise.
In this case it looks as if First may be about to start using this company set up in 2010.
The article seems to infer incorporating a company is a milestone event. It isn't, all you need are 2 individuals to fill the role of director and secretary, a registered address and about £50 to buy a company online.
If you look at the history of all the bidders for recent bids, they incorporate a company or rename an existing one they already own but are not using, at about the same time as responding to the expression of interest.
It is a bit like registering an internet domain name, this is done as a matter of course for a minimal fee and has no reflection on a bidder expecting to win.
I guess if Virgin do decide to appeal there would have to be a renegotiation of the current franchise as I don't think it has an option to extend, which would be a fairly prickly process given Virgin would effectively be putting the DfT in the dock by calling for a judicial review. On the presumption it would take at least a few months to resolve, maybe it will have to be placed in the hands of Directly Operated Railways as East Coast was?