Interesting...I would have never guessed there were so many MRU students living in Woodbine, Cedarbrae and Oakridge.
You're forgetting the other direction - I'd take a big guess that the daily MRU to Downtown / Downtown to MRU MAX Yellow section is huge ridership compared to the Woodbine to MRU section. Students from everywhere transfer downtown and head back out in the morning form the core.
I still think a transit line should strive to be direct, fast and frequent. My friend that lives close to Southland says it's faster to drive to Southland C-train station and take the Red Line to get to downtown. So that's what she does instead of take the MY.
I understand the "detour" penalty, not sure what should be done about it though in this case. MRU is a huge ridership draw citywide. South of Rockyview, the MAX Yellow is pretty nice but it's all very low density and few true destinations. You'd need a Glenmore Landing-scale TOD (or 10 Glenmore Landings) along that southern stretch to balance out ridership and create something that begins to "outweigh" the benefit of stopping at a popular spot like MRU at the cost of 5 minutes detour.
In the spirit of offering solutions, I'd think a few options would be worth looking at.
Fully separate the bus from the Crowchild/Glenmore/14th nonsense. That's a common delay area and where bus separation and a dedicated lane would often give you back 5 minutes. It can be shared by many routes all struggling with this car-induced bottleneck (MAX Teal, Route 9 etc.). Essentially what I am saying is extend the 14th Street transitway to the part where it's actually super needed - find a way the bus doesn't have to wait for 4 minutes to turn Left NB out of Rockyview, and prevent it from entering the slog that is 14/Glenmore/Crow. What I am suggesting is probably very expensive which is likely why they did the transitway in the second best spot instead of the best spot to begin with.
Would staying on Glenmore save any time? It avoids a left-turn at the interchange, at the expensive of missing 54 Ave Station. Maybe can squeeze a minute or two faster with that approach. The SB journey would still probably make sense to take Mount Royal Gate. May or may not prove out as any time savings here.
This is the tough one. Because we want to hit MRU and a future Currie, we put the Marda Loop stop in an awkward spot. Sucks a lot and forces unnecessary signals for buses today. In the future it won't be better - more travel time within Currie at a slower pace than today (with the expectation this will be worth it because of higher ridership).
Here's what's proposed today. I'd scratch this whole thing and make the Currie people walk a few blocks to save 5 minutes of Marda Loop congestion per route.
Do this instead - Keep the bus on it's current route along Richard Road permanently, merge back onto Crowchild at Flanders. Keep the bus on Crowchild and build the station into 33rd Avenue interchange so the bus never leaves Crowchild again and can stay in shoulder bus lanes the whole way. That would save a ton of potential delays. Currie folks (when they exist in large enough number) would have to walk 5 minutes further but in return everyone, including them, gets to skip a ton of delays and turns.
Lastly, put bus lanes along 9th Avenue the entire way. Reclaim a car sewer choking itself to death at the car buffet and make that Avenue something more efficient for buses at speed and volume.