Both of those places have very highly subsidised local rail service, which means that no bus service is ever going to commercially viable.
The problem with this is that in Cumbria the subsidised rail service only goes to certain points, and ENCTS pass holders don't get to use it for free, so an elderly person wishing to make an occasional journey from Kirkby Stephen to Appleby has to pay full fare. And both Kirkby Stephen and Millom are virtual bus deserts. Many services on what looks like a comprehensive map are only served once or twice a week and hardly any services run late evening. But I agree with the point that single fares are ramped up to maximise the percentage-based remuneration from ENCTS passes - the elderly passenger does not pay so does not care, the occasional unwary local or tourist will just say "bloody hell, that's expensive" but will pay up the once.
I am a councillor for Shap where, to add insult to injury, the bus only runs twice a week but locals can see trains roaring through their long-closed station every few minutes. If the small WCML stations in Cumbria had been on the coast they'd still be open but have been sacrificed for operational ease. I am hoping that the proposed two unitary authorities in Cumbria will take public transport seriously.