Why would First give away the main Edinburgh Corridors when it's probably the most profitable part? You can't jump in, throw your weight around and expect to be given the best goods.
Buses into Edinburgh haven't been busy in years, and the 38 are just as bad. Not to say you can get half decent load on one of the certain mid morning runs etc
First have plied Edinburgh corridors for many years, witnessed the decline and reduced frequencies accordingly to the point where they were probably close to giving up on them. They've tried diverting into retail parks and industrial estates but none of these routes have been sustainable. Both First and Stagecoach tried north Edinburgh without success. I'm not sure how well the 600 service is doing - maybe it will buck the trend. But generally only Lothian can do well here - if necesary they can afford to reduce resources on some of their other routes.
Part of the problems with both companies where the resources where not available. 631 and X50 were both chopped to save over all pennies. I do know alot of the X50 driver went the wrong way and that peed off alot of passengers so people stopped using it. Now Stagecoach stops just before blackhall to connect with the 200, give better access to collage, gas office and Leith.
First should just sit and hold there ground. They have the upper hand as it is. Trying stuff in Edinburgh that they know will fail will just shoot themselves in the foot. LC at least have a chance of success in WL, even if it is a low one.
Strange point that nobody has really considered but maybe WLC asked Lothian about trying something to actually get something from their investment. Admittedly Lothian have taken it to a much bigger scale in that case
Phrase 1 did tick all those boxes, ie bus link to Gyle etc
#####################
Could we really say Lothian pull right back so its just 275, X18 and x27/x28 with hopes of extra buses going into other parts of Edinburgh? interesting point