It's not only that. Imagine that you've arrived at Heathrow after a six or eight hour flight. You're tired, out of kilter with the time and have no idea whether Knightsbridge is before or after Hammersmith and it's certainly the first time you've read the word 'Cockfosters'.
And then you stand in front of this ticket machine and try to work out what you have to do - what sort of ticket does one need from the variety on offer and how does one pay?
Is this the right train?
Then you arrive at Knightsbridge - or wherever -, it's raining, you have two cases and you haven't a clue which way you turn coming out of the station because all you have is an inadequate map sent by the hotel to show where it is. Then you discover there are two exits,...Oh, and the traffic is coming at you from the wrong direction... You are tired and your problem solving faculties are degraded.
As you have spent, or your employer has spent, several hundred, if not thousands <insertcurrencyname> to get you to London, and even if the hotel is not so expensive - it is so much easier, and often quicker, to take a taxi rather than faff around trying to find a cheaper public transport alternative.
It's always the right taxi...by definition.
It's all very well to say that one should plan one's trip in detail before one starts. But the reality is that its very difficult to do so, because of time pressures, all the other things which have to be done before departure or difficulty in knowing the right questions to ask.
Not everybody is a high powered executive staying in five star hotels - travel in foreign countries can be stressful - hence the continued existence of package holidays although in theory one can arrange everything these days oneself using the world wide web. Taxis and a simple product like HEx address these problems.
No one is disputing that people who are not from the UK are going (even if they are not willing) to pay a premium to get where they need to go.
However there will be a lot of people from within London (either from their homes or businesses) who will know about TfL fares and who's bosses/significant others will be pushing for them to use the cheapest options (or at the very least will grill them as to why they opted for the more expensive option). As such there will likely be a dwindling use of Heathrow Express to a point where it becomes no longer attractive for it to run (i.e. not making as much money).
