Unlike any other bus operator in Great Britain, TfL is in public ownership, directly answerable to an elected Mayor and, beyond that, to the London Assembly of other elected members.
When the decision was made to create the Superloop network, regardless of where the idea sprung from and if the principal catalyst was an official or a politician, the enactment of it became all-important, particularly in view of the colossal P.R. disaster that the extension of ULEZ to Outer London had become.
TfL did not have to proceed with Superloop by going down the road of just tweaking contracts with individual bus companies on existing routes, except possibly one or two that were effectively mere route renumberings. By the way, I'm ignoring the fatuous decision to include the 607 and X68 in the SL series, which only muddies the waters as far as I'm concerned.
If TfL (or the Mayor) really believe the publicity they produced for the launch, they should have gathered all the company heads together beforehand and told them they had to agree to work together, if necessary, to make it work. After all, any negative publicity would be directed to TfL, not Arriva, Metroline etc etc. So new contracts should have been produced, even if that meant compensation for some existing ones became payable: I can't believe that would have made the concept unviable, because Go-Ahead etc know who butters their bread and would be mitigated by any new contracts going their way. Part of the new contracts should have included provision for human Inspectors at terminal points for much of the day, both to assist passengers and to help control buses, aided of course by the Route Controllers. Much good publicity could have come from this, and not only from that good and wise guy Roger French.