Although I did not click on any insurance coverage when booking the tickets online, I got charged one for both rides to and from Marrakech. That's very costly, annoying and you could call that a scam.
This bus makes sense for a short trip, but it's very impractical for the long ride from Essaouira to Marrakech—the bus stops constantly, and people are getting on and off all the time. That's why the trip took more than 4 hours instead of the advertised 3 + No air conditioning.
Booking the journey was quick and easy. The trip however was hot and uncomfortable with no air con. The bus stopped at many random points with people hopping on and off so not a direct service and was 30 mins late arriving into Marrakech.
We had to buy baggage ticket for each bag checked onto the bus only a small amount, but make sure you get to bus station a bit early. My seat belt didn't work.