1. increase price --> but rider ( people who use buses) will decrease. in this case--> not increase profit
2. author thinks there is only one solution--> other solution: like government subsidize, or reduce the route with less rider, but advertisement on the bus, etc.
3. author found that the bus system is not making money. do they want to make money? it is possible bus system is belongs to government, and it is actually non-profit?