This seems like a really odd move.
There is pretty much no overlap between the worlds of York Pullman and First York.
York Pullman
- a handful of minor subsidised village buses
- lots of school and college contracts
- Moorsbus and Dalesbus routes
- private hire coaches
- good working relationship with other independents
First York
- major city buses only, no rural routes at all and very few contracts (mostly add-ons to commercial services)
- no school or college buses as far as I can see
- they did one year of Dalesbus and that's it
- no private hire as far as I can see
- no evidence of working relationship with other operators
I can see the Pullman brand going downhill rapidly from here.