Service 190 again

Last month the 190 between Wroot and Doncaster was saved from the axed, albeit being reduced from 6 to 3 days a week, and from 3 to 1 journeys a day on the days it operates. Now the operator, Wilfreda Beehive, has informed VOSA it will be terminated in July.

PB0000595/63 - WILFREDA LUXURY COACHES LTD T/A WILFREDA BEEHIVE, APEX HOUSE, CHURCH LA, ADWICK-LE-STREET, DONCASTER, DN6 7AY
Cancellation Accepted: Operating between Wroot and Doncaster given service number 190 effective from 19-Jul-2009.

Did Wilfreda only get a short term tender, and then lost the long term tender? Or has the reduced service put passengers off and made it unviable?