While money would be in the okay range, few can afford 50 days off.
Oh, so your friend is the reason the extremely generous £391/mo unemployment benefit stops if you leave the country even for one day now ! :)
Or to put it another way. There were only a handful of such buses running simultaneously. So there were only a few hundred passengers per year. Is it hard to imagine that in the 3ish Billion people that live on that route today, you couldn't find 500 people who can take a few months off to do an epic journey through 20 countries?
Indeed, the Wikipedia article is written in a way that strongly implies that there was in fact just a single bus, unless there were other companies running the same service.