And while I'm at it..... Well, I've never been compared to Nicholas Ridley but here we go!
To establish my credentials, I have an HND in business and transport, a degree in Logistics, and 20+ years in working in various aspects of the transport industry.
Now, you say that cross-subsidy works and then quote two examples that highlight that you don't actually know what it is. Let me explain...
Cross-subsidy is what underpinned the regulated bus industry from 1930 until 1986. The issue was that the good routes were supporting the bad and the problem is that once the rot set in, it was screwed. That decline was prompted by a disrupter that no-one appreciated - Television. Almost overnight, it destroyed evening bus service patronage but the fact was that bus companies were obliged to keep things as they were largely so services that were loss making lost more, marginal ones became loss making, half decent ones became marginal and the good ones had to work so much harder. Therefore, those half decent ones could no longer justify new vehicles so reduced investment etc and so it went on. Therefore, they began to dwindle and all to keep up an infrastructure of deadwood. The obligation being with the TC in order to protect anyone from muscling in on the good routes/territory.
What you think is cross-subsidy is not that, despite what you think. Firstly, the outer London example - that is outright subsidy as indicated that the subsidy to London's buses rose by >£600m in ten years.
Secondly, the PSR of rail franchising is not funded by cross-subsidy. The rail companies secure the business on a set minimum criteria. Their cost base is £x and they need to make £y to make money. They may elect to back themselves to make some very hefty commitments in revenue generation - that was where NX East Coast came unstuck but that is entirely separate from the PSR - that is a commercial decision.
Also, when NXEC then threw back the franchise and didn't give the government the required premiums (on what was a premium creating franchise), did that then mean that the PSR was affected/downgraded elsewhere by this loss of cross-subsidy? No - it wasn't a cross-subsidy.
Now, do I think that places should be adequately served? Yes. Am I against franchising - actually, no but not in it's current populist form. The view that you can get something materially better for the same money - it's bovine. It's smoke and mirrors. The correlation with funding is key - not regulation. As we saw with the very modest funding of RBC and ENCTS, that stopped the decline. Turn the tap off, patronage is now falling again, and in that respect, bus company managers are having to do their best in managing that as best they can.
There is this line that "if you ask any bus company manager, they'd want to be in a regulated environment" - let me tell you, that's bovine too. They want to be able to innovate, to experiment, and the idea of central diktat is something they hate. They have enough problems with the madness of the current PTAs or local authorities who seem to have precious little understanding of the real world and instead seem to rely on academic musings.
That is what really concerns me. No additional cash, any benefits of reduced operating margins being swallowed up by the cost of managing such a franchise scheme. The other comment is usually that the savings will come from the end of wasteful competition - this is usually just after firms are accused of being cosy monopolies and not competing enough! My real fear, as I never trusted Osborne (nearly as duplicitous as Boris), is that they'll pay a dowry, allow the Buses bill to be enacted in an area and then turn off the funding elsewhere.