The Betterferry Campaign

I guess everyone is aware of the Betterferry campaign?  http://www.betterferrycampaign.co.uk/   Not too many details have been published so far so I ask here what you personally would be looking for in a 'better' ferry service?  Leave your comments and views here  but in particular, what is it that YOU and your family/business would be looking for, leaving aside what you think others would like?