In rural Cumbria I suspect there would be hardly any services without ENCTS, certainly outside of the tourist season. The bread and butter village services, such as there are, are largely to allow elderly residents to visit the towns for essentials but there are there also for younger people who prefer to pay the fare or are incapacitated from driving. Yes a lot of these elderly people like me have a car and use it at other times but if you can schedule some town visits so the bus is used instead there is a carbon saving, a bit less traffic on the road and even if the resident does not "need" the bus it provides a social outlet and keeps people healthy as you can't spend two or three hours in town without doing a degree of walking around.
Problem is there are places like Millom, a sizeable town (in Cumbria terms) with NO bus but trains therefore the unequal balance between buses and trains means that Millom ENCTS holders have to pay to get out of town. Most continental areas seem to grasp the nettle and treat buses, trams and trains as integral and equal parts of a local network but that seems to completely elude authorities in the UK.
I have no time for whingers who moan that "their" bus is being filled with elderly visitors who can travel for free, if that is happening it means that where they live has an attraction and these "freeloaders" will be spending far more money on other local facilities.