I think ENCTS is one of the best government schemes ever invented. After all, it's not like the operator receives NO recompense, locally in Cumbria it's 58% of the ticket price, so a bus full of pensioners will actually garner as much revenue as a bus half-full of paying passengers. The thing is, of course, that outside of big cities hardly any bus service is ever likely to carry half a load of full fare paying passengers ever again, because single fares are extortionately expensive (or would be if they currently weren't kept artificially low). For example, I can drive into Penrith in my hybrid car and park free for THREE hours at a town centre supermarket, so if I weren't a pensioner why would I even consider using a bus? The cost of driving has not increased in proportion to the cost of bus fares.
ENCTS is basically social care on wheels, it gets pensioners out, gives them interest and keeps them active. No ENCTS and pensioners on a limited income who have no car or can no longer drive will not pay the extortionate fares. It's not like giving away free tins of beans because the bus ride that the ENCTS uses is very unlikely except in a tiny number of cases to be depriving a fare-paying passenger of a seat. And when the non-pensioner finds their car is in for a service or their partner takes it away for a long trip there MAY still be a bus running even though they may have to face calls of:
"Ooh, it's nice to see a young 'un use our bus!"