Mentioned this discussion to another friend here in Wales. Apparently the long distance buses did have bike racks, but drivers were not allowed to instruct or help in their use and passengers were only allowed to use them at end-point stops (meaning you can get on the bus here in Aberystwyth, but you won't be able to take the bike off again until you get to Bangor and then only if you know how to use the racks without the help of the driver). Needless to say the bike racks were never used and have now been mostly removed from the buses.