I Got a B2 10year visa in 2011 for motorcycle travel in the USA (it actually says B1/B2 on the visa). I could not enter on a tourist visa waiver as I had no flight home (crossing land border to Mexico).
Just followed the process advised for UK residents, seem to remember it involved a mandatory expensive phone call to a US embassy helpline, a long online questionnaire which took several evenings to complete, and a visit to the US Embassy / Consulate where I explained about my motorcycling trip. I was all stamped and approved within an hour and have been in and out of the USA many times since using it with no issues.
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