From Derby going via Tamworth is cheaper at any time that a SVR is valid into Euston. A SVR from Tamworth is £38.20 (Not via Brum) or £42.10 (valid via Brum), yet a SVR from Derby is a ludicrous £70.00 and the SSR (which is ludicrously restricted so barely usable) is £54.50. After the January change, the SVR goes "down" (!) to £74.00 and the SSR goes down by 20p. Aren't EMT wonderful, reducing a ticket price by
-£4 and having a totally useless product reduced by 20p giving them headline news that they have reduced prices.
Brian Souter is such a nice person! He is so kind to passengers!

Especially rich passengers with a few hundred quid to spare who go first class at 12pm and have a coach to themselves

Lovely.
Curiously enough, I often find it's cheaper to go from Wakefield to St Pancras via EMT than to Kings Cross via East Coast. I do tend to use the HST on it's way to and from Neville Hill though so the rolling stocks even better.
That must be with AP tickets surely?
EMT wants to become like an airline, everyone buying in advance. Their walk-on fares must be among the worst in the country.