The particular issue I have is that I purchased a First Class season, amongst other reasons, because of the advertised benefit of a complimentary drink from the trolley.
This benefit is now being removed with four days notice. I realise, as with all other catering services in First Class, that being 'complimentary' it's not part of my contract with Southern, and they are legally entitled to act as they have done. I suspect if VTEC/VTWC etc removed First Class catering, there would be quite a bit of noise from season ticket holders, nonetheless.
Whatever the strict legal position, I would expect an organisation that aspires to treat customers fairly to allow me to exit from my contract without loss if they change the product benefits adversely, mid-term. In this case, I would expect a full pro-rata refund if I surrender my season ticket. Southern have refused to do this, and I am escalating the matter.
As a matter of common courtesy, I would also have expected to receive an expression of regret or apology from Southern at the removal of a benefit. They have a website, a Twitter account and they know where I live. Other than a bare factual statement, there has been no communication.
The decision may have been the right one, commercially, but the poor implementation again says a great deal about the absence of leadership at the top of this company.