It would appear so. The whole article is an interesting read but the quote below shows that numbers seem to be doing well.
Passenger focus with tech at its heart: Ember
Ember takes a tech start-up approach to running coach services. routeone visits its Edinburgh head office to learn morewww.route-one.net
What is the reason for this increased patronage? Are these new routes or are they competing with established operators?
Are passengers attracted by the green credentials of the coaches?