Earning the right to become GBR?

 
Train operators transferring into public ownership have haughtily been told ‘earn the right’ to carry a brand hasn’t delivered anything
 “Operators must meet rigorous, bespoke standards to earn the right to be called Great British Railways, so we can rebuild a world-class public service”. 
What? You’re having a laugh, surely? Yes, in the recent celebratory press release from the Department for Transport to announce the timeline for West Midla