You should be lucky we even have public transport in the first place, lucky that we have the basic infrastructure to get commuters to work. Many countries around the world lack the developed railways and bus networks we have, and yet we take ours for granted. Like I explained for you in the Olympic thread, there is no demand for cycling, which is probably down to different landscape layout, population densities, etc.. For example, the Netherlands high use of bikes is down to those two factors: Flat landscape and high population densities, perfect for cycling. It's going to take a few generations to start an encouragement program, but will that work?
I know a lot of people who like to disown the British public transport system and compare it to Continental Europe, but you'd be surprised at how we are lucky to even get adequate public transport in rural areas: France for example have had many rural lines closed due to declining demands and the open ones will be lucky to receive the total we get; Spain has overbuilt numerous useless AVE lines which has had very low usages. Those two are less dense than us though.
And about expensive fares, you can actually get some of the cheapest fares in Europe if you book in advance. £11.50 for return journey Sheff- Man Picc. Not that expensive, isn't it? Keep in mind, this is without subsidy.