... to promote it, Just be honest, X per car one way, Y per Artic one way, Z per bus.... etc.etc. No return fares, No concessions, No discounts. No reservations, No Bookings. Simple 'Pay up and go'. Were they to adopt a similar stratgy and pitch the price slightly lower than the ferries, ET would be running to capacity within weeks, and saving a fortune in wages and unnecessary costs.