Just to dispel a previous posters assertion of my preferences for the WC - I have never been a silver and red pompom waving Branson worshipper, and as far as I'm concerned they're all as bad as each other. Whoever gets it (but we all know its First) was going to have severely change the game plan. It's pointless denying it otherwise.
Despite the speculation that VRG are gearing up for a Judicial Review of the process, I doubt they will. All that will emerge is that the bid process will re-run, First will rebid and probably win again. VRG p*ss everyone else off and subsequently have their bids rejected on technicalities etc. I fully expect VRG to hand a poisoned chalice over, as they did with XC and launch a media salvo about what a massive mistake awarding the franchise to First is.
I personally think the branding of 'Horizon' carries weight. First will have recognised, and rightly so, that a small but significant number of people choose to travel by Virgin because they can associate with the brand. Virgin were successful in that quarter because they were 'different' to Joe Bloggs, and appeared innovative, stylish and 'edgy' for business. Stepping into a Pendolino vestibule is rather futuristic themed for a reason! Regardless of how much you despise VRG, you have to give credit where credit is due - with the Virgin brand they have created a desirable image for rail travel to Joe Bloggs and people travel because of it.
And I think thats what First want to emulate with the Horizon brand - it will do pretty much the same thing - or at least they hope.
Finally with regards to Roger Ford, rather than idolising him, I respect him. A railway engineer turned journalist, he knows where to ask probing and uncomfortable questions. Credit to him - he's rarely wrong and is asked for advice by TOCs and railway consultancies alike. He's even been invited to Marsham Towers a few times! Hitachi don't like him - perhaps because he's scornful of their reliability with the 395s despite being used so un-intensively and with Hitachi super-duper-hyped technology, and because of his issue with bi-mode IEP in particular. But when wrong, he gladly engages with readers and fellow railwaymen alike.
Put short - he's respected because he's usually bang on the money and does a decent job of holding those who matter to account.
In this instance, his info for WC is from Tony Miles rather than first hand from DfT, who is another first class railway journalist.