New direct bus from Edinburgh to Heathrow Airport launches next week

I priced it out of curiosity:
One way direct from LHR to Edinburgh was about £50, with an extra £40 for a second seat, and £4 for the best seats at the front.
Honestly, I'd pay an extra £4 for a good seat on a 10 hour drive.

Obviously only £50 if you are willing to gamble on your seatmate not smelling of cheese or something.

For comparison, a flight from LHR to EDI on BA is about £120 on the same day, and takes 90 mins.