It has been personally rewarding (so far) and on 14 October we launched a near-finalised version of the customer account specification for peer review & feedback.
Several people have commented that this is a pretty significant technology, which (assuming it is adopted across the transport industry) could provide a similar level of integration and openness as Open Banking has provided to the Financial Services industry.
But the reason for creating this Open Standard and giving it away (eventually) isn't to show how technically proficient I and those around me are. It is to meet a growing need that has been identified... that a customer's transport data such as: purchases, usage and concessions is locked away in an account for each mode of transport.
Steve Jobs once famously remarked 'You've got to start with the customer experience and work backwards to the technology.' and this is what we have done.