This is not always true, having a GOOD partnership, with a company that pays it's bills CAN be very useful in intercity buses. The reality is, what's in it for EBus or Wilsons? Either of these companies can easily do this run if they think it's necessary, and probably better than this guy. He has taken a shot in the dark, and it's not really working out from what I can see. What he should probably do is try to find a run that isn't currently serviced, and see if he can make inroads, before potentially giving all his profit to another company. I have an example for you.
Malaspina Coach lines was very successful for a long time, with no partnerships except with Greyhound on freight. They had a route to themselves and profited nicely, until BC Ferries became ridiculously expensive, and air travel became cheaper. Another example was Premier Pacific. The owner was a terrible businessman and there were some very serious issues with the company, but he had one very successful niche. He ran a very profitable run to Whistler with no partnerships.
Eventually what will happen in Western Canada is either, One Company will dominate the inter city buses, or two or three will work together to do this. Either way, it's very interesting to watch.