If all seats are filled it's generating only $8 per mile. Is that enough to really cover all the operating expenses (brand new high-dollar bus, insurance, fuel / tires / maintenance, driver and steward, marketing, office and business overheads, etc etc)? Let's see if it's still running in a year or so. I hope they survive - if they do maybe they'll expand to other areas.
IF you could fill all the seats both ways every trip it would be $64000 per week which should more than justify a $1,000,000 bus and all that entails. Could you even maintain 50% on that lane? How many flights a day do they run out of DFW to Austin and how many passengers? The concept does make sense when you consider how much time you actually spend getting dicked around just to make a 30-45 minute flight.