The problem I see with Philips is nothing of significance really touches it and this type of bus line won't attract real TOD. So forget about it being a tool to change the built environment surrounding it.
As currently planned, it gets close to Southpoint but does not directly hit any of the major office complexes or hotels. It gets close to Deerwood Center but does not hit anything in it, like FCSL or Convergys directly. It gets near Freedom Commerce Center but does not hit it dab smack in the middle. Basically, if you're headed to Avenues Mall, Lowes or a strip club near one of the major intersections, you'll be fine. Anything else and you'll be walking a good distance from the nearest stop in our humid climate. That's a major problem with trying to provide high frequency transit in areas of low density. Not the best for attracting choice riders. However, that may not be a major goal with this particular route.
If I recall, years ago there was a political push to improve transit service between the Northside and the growing Southside. This is what came to be. Unfortunately, the Southside isn't growing along Philips, like we may have anticipated back in the 1990s when the Avenues was new. It's growing along JTB, I-295 East Beltway and SR 9B.