£28 is reasonable as a one-off, but if you go for a weekend or 3 days, it gets very expensive very quickly. In the context of historic prices, it does look like unreasonable increases have been added.
My main gripe is that the operators will charge that £28 after delaying opening for a couple of hours, then shutting the lift an hour or two early because of the weather. I appreciate it's beyond their control, but when you've signed up for 10 runs at £2.80 a pop, to end up with 4 runs at £7 each after travelling miles to get there etc it is pretty frustrating.
A fairer system would be to issue partial refunds depending on the down-time, maybe then they'd be less trigger-happy when it comes to switching the thing off.
But, my general impression from using the facilities and the bike hire has always been that they're out to get as much money as possible from people, with customer service being very low down on the list of priorities.
But, we're way off topic here anyway!
To bring things back on topic; I don't think TJ needs any experience of major Civil Engineering projects, it's pretty obvious that the numbers don't stack up. Also, joining a facebook group doesn't count as 'doing something about it'.