At max speed on the shortest possible route and assuming neutral wind, flight time sneaks under 2 hours. Aircraft rarely operate at max speed on the shortest possible route and have to make allowances for a wind that is potentially against them.
ORK-EDI is just over an hour at max speed on the shortest route, but it's schedules for 1h 45m.
You might schedule an ORK-BRU flight in an ATR for 2h 40m, but you're not going to go down to 2h 10m.
People might get over the comfort factor for a direct flight, but the fact that you would get an aircraft to Bristol/Birmingham/Cardiff (where they don't even fly) and back twice in the time it takes to get there ruin the economics unless the yield is exceptional.
BTW Comfort isn't just seat comfort. You also need to allow that most pax will use the toilet on a long flight. You need more substantial food offering. etc.