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Do you root for them or route for them? Not trying to fix potential typo, I am just curious what does it mean to “route” for a bus company.

From context, I'd say the GP is specifically rooting for this company (to do well.)

For the sake of the scenario, though, I'd imagine routing for a (transportation) company would involve logistics and timetables over a map.

Even when I worked there I didn't do the routing. Now I still root for them. Auto-Correct is a blessing sometimes!