Yes, I have no idea what ORR approval has got to do with a service starting when the operator says they plan to start it. Arriva have had approval for this service in various forms for years.
The Alliance approval from ORR was always conditional on paths being agreed by NR (rolling stock type and stopping pattern).
Originally it was for 125mph stock which proved impossible to source, and now we have 91+Mk4 which proved difficult to path and obtain - there is still no announcement on stock.
Approval is also only until HS2 opens.
On the widest front, the OA application is for Arriva to break the WC franchise monopoly as much as it is to make a profit.
We'll have to see if Arriva's new owners (when it changes hands) are as keen to start the service.
We know that First Group is having real problems with its rail portfolio as well, with ECML OA services at stake, as well as franchises.