The use case is that the user finds helpful information about the bus route on the website. One can buy tickets there, find alternative bus routes or see real-time departures/arrivals/delays. These are all directly connected to the bus route. It’s not just a “generic company website”.
At the moment we have links in the data that don’t work at all. In my opinion it’s an improvement to link to a useful website instead, and preferable to having no link at all. Why should we rely on Google for our online or offline journeys if we can make maps and links ourselves?