In a changing world, where we all care about emissions etc, I think in the next few years they will have very little choice but to work closely with TfW and Avanti. More and more of us every day are making the decision to be more considerate of what we do and when. It won't happen overnight, or at least it is unlikely to, but there will eventually be a demand for sensible sailing times with a decent rail connection.
I must confess to being surprised it hasn't happened already, but then when you get the masses booking the silly price air fares then complaining when it's a lousy service or how much they spent on getting to the airport/on their 'holiday pint'/hotel to make sure they can be at the airport for 6am, well they will learn the hard way! I am a little bit biased, as I have direct trains to Holyhead available and Fishguard is just 2 trains away with an easy change in West Wales, so it is easy for me to get to/from Ireland by train and ferry. A little bit different if you're, say, in Newcastle with the Metro an easy option to the airport for a short flight to Dublin.
Give it 5 years, maybe even 10 years, but I can see there will be an enormous shift in attitudes. Both in the masses and in the transport providers.