Looks like it's one of two disconnected short pedestrianised streets in Calne centre and the other one also bans cycling. This 50 metres was piffling and probably made little difference to much.
Of course, they should have gone the other way and tried demotorising the whole town centre. Rewarding motorists for "attempting dangerous passes and mounting kerbs" by reopening streets to them sends the wrong signals entirely, or actually reveals the councillors have spent entirely too much time huffing exhaust fumes.
In any sane world, the air quality on High Street will plummet (as cars will queue to turn out of it and some will sit idling while people shop) and the trial reopening will fail hard. If they're lucky, shopkeepers on High St will lose enough trade to complain. If they're really lucky, having two streets close by trying to turn onto the A4 will jam things up, and/or enough cars will try to go straight over the A4 from High St into Market Hill that it will surprise drivers and cause some low-speed collisions.