Both city and rural services carry a mix of regular commuters and infrequent and one-off passengers, I don't see the difference. Exact fares might be OK for those who use a bus service regularly, and can be expected to know what the fare is and that they need the right change ready. However, even for regular commuters, exact fares means that you need to keep a pile of change at home, so that you can be sure that you will have the right change ready for the following morning's journey. But what about the infrequent traveller, say the visitor to the city, who has no idea of what the fare is and so cannot have the exact change ready? Exact fares are yesterday's, user-unfriendly solution to speeding up boarding, contactless has surely got to be the way forward.