TfL's revenue is lowered by the price of your ticket that you didn't buy. In the first instance you are reducing the group profit by the net amount of that loss of revenue. Then the second instance depends on the actions of TfL in response to making a lower profit, which could be a reduction in service quality or an increase in ticket prices to maintain revenue going forward.
I still do not see what group/herd psychology and revenue investment strategy has to do with accountancy?
Was your economics degree from Cambridge a BA or Bsc?
Good luck with the 180 career change to accountancy.