We're talking 25% off a Saver fare, which can often be well under half the price of a Standard fare. Because Locomore has only one train for one line, virtually all Locomore customers are going to be long distance DB customers as well, for all their other travel needs. Hence, a huge portion are going to have a BahnCard of some kind already.
My BahnCard 25 maintains that discount for the local trams and buses in my city, so that's icing on the cake. For ~€60 a year, it's a no-brainer. The only people I know here without one are people who really do only take a train once or twice a year.
All in all, Locomore seems competitive. But that's all, it doesn't seem like much of a market disruptor yet. Of course, with their expansion plans already in the works, I am excited to see what comes next. It's going to be an uphill battle but I'm glad someone has taken it on.
I travel DB long-distance twice weekly for commutes. The 116€ "standard fare" is actually the maximum fare. It only gets cheaper if you buy in advance, buy saver tickets, or get a BahnCard.
I have a BahnCard 50 (50% discount on flexible fares). It paid for itself in about three weeks. It cost 255€ and I've never had to pay more than 47€ for a flexible ticket, even last-minute on high-speed lines.
Well the price of the bahncard should be added to the price you pay per trip, so the question is, how much is that card? Then people can figure out for themselves how often they'd commute and whether they'd save anything.
And still, 25% off of €116 vs. €22 doesn't sound too appealing.
Not criticizing the rest of your post, e.g. I agree that competition is good and available discounts should surely be included in comparisons!