It’s feels pretty insulting to see West Midlands Cycle Hire bury the lede of heavy price rises behind dubious claims of “pricing improvements”. If you’re short on cash, or TfWM think the budget would be better spent on buses or whatever, be honest about it. You’re offering a public service, not selling a commercial product, so you don’t need the sales bullshit.

My typical journeys are now three to four times more expensive. The sad reality is I’ll probably drive more.