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I am enjoying the speculation on this! The service is not starting next month (it’s October) and all the info will be available when services go on sale.
ALL operators gain ORCATS share of any tickets which are valid on their services, just in the same way LNER will get ORCATS share from other TOCs when they begin serving Middlesbrough, for example.
The "recent development" (which I may know quite a lot about!l) is also expanding, new houses were built around 2 years ago and another phase going up at the moment. In my experience, around 50% of customers come from each side of the railway. There's also plenty of space to expand housing...