Along with rising food and fuel prices and just about everything else essential to living.

Anything but fair, the majority of people would say.

As one would expect, First, Calderdale's largest public transport operator, has come out firing from the hip. It is all down to the spiralling cost of oil and its derivatives, it says.

A plausible explanation in the circumstances. And you cannot argue with the price of petrol or diesel. It is there in black and white at the pumps.

Yet this falls down when we learn that First ordered its current stock of fuel at pre-determined prices. In other words, less than they would have to pay now.

In truth the company has missed a massive PR trick. It could have done as its smaller rival TJ Walsh has.

It is biting hard and keeping fares at the same for as long as it possibly can.

First's stocks will not hold out forever, but that is no reason to bring in price rises more than twice the current level of inflation.

It could have given its customers a break. Made them feel they were being given something back for once and not the other way round.

It will be interesting to see what happens when First has to negotiate its next bulk order of fuel.

Will further price hikes follow?

A betting man would be reaching for his wallet.