I don't think we need to resort to conspiracy theories - but (if we are talking about the Swinton area then) the subsidised railway has meant that the directly competing bus routes have dwindled away over the years since there's no way that commercial bus services could compete - from memory Swinton to Sheffield was the X40/X90 (X91?) - once with bendibuses - but the only Sheffield route that runs in that area is the X78 (which runs direct from Rotherham to Conisbrough, avoiding the dog-leg that the railway takes via Swinton, but serving a lot of suburban Rotherham instead) - there were a handful of contra-peak journeys on the X74 which were more about placing journeys (since the depot in Rotherham was closed, so the 22a/22c Rotherham - Wath circular is operated from Sheffield - plus the minor amount of passengers travelling to the large call centre in the Dearne Valley that I understand has now closed)
The X78 is only half as frequent as it used to be (First used to run it every ten minutes with brand new double deckers in 2007 replaced with brand new double deckers in 2015 with branded seats and other mod-cons - but then reduced to a single decker every twenty minutes - now generally double deckers every twenty minutes)
Damn, beat me to it!
(plenty of Wakefield - Dewsbury buses and Dewsbury - Huddersfield buses, but the direct ones run via Emley/ Flockton)
1h10 roughly
www.arrivabus.co.uk