Stopping briefly at motorway junctions, rather than time-consuming diversions into town centres, is increasingly common on express services (although not a new one, cf. Milton Keynes Coachway and Reading-Mereoak, formerly Calcot). Stagecoach do it on their successful Falcon service between Plymouth and Bristol, which stops at Park and Ride sites on the edge of Exeter just off the M5 rather than fighting its way in and out of the congested city centre.
Don't forget that travellers can arrange to be dropped off or picked up even at locations that appear remote, either in a friend's or relative's car or a taxi, and these days with just about everyone having a mobile phone it is easy to arrange pick ups, report on progress etc.. Also, if there are villages or suburbs in the vicinity, potential passengers will walk surprisingly long distances to the stop if the reward is a fast direct service - I dare say for some residents of Elland it is worth walking up to Ainley Top to get a fast direct bus into Manchester or Leeds.