Buses are currently subsidised, with a £3 cap. However this is typically across cities and such, not cross country, which can cost more. It's also per bus, and I imagine in a 2 hour journey you'd be taking at least 2 buses. A lot of buses these days will upgrade you to a day ticket when you take your 3rd ticket, if you pay by contactless and tap on/tap off.

Coaches are a different thing (big RV type buses, rather than city buses which are more accessible and have standing area), and they're typically an alternative to trains, and only handle city to city routes. They aren't capped afaik. When you get a rail replacement bus, usually it's a coach, except for short distance replacement services.

The sneaky thing is that, even though bus fares are capped at £3, bus companies could well be putting their prices up massively behind the scenes, paid for by the taxpayer. They're certainly going to be demanding more to cover the rising price of fuel. Instead of this price being up front to the public with ticket price increases, it's now a backroom negotiation between the bus company and the government.