That's all well and good if you only care about London custom, but there is also a balancing act to be had. If you don't stop anywhere near somewhere, people just obviously aren't going to take the coach. It's the cost of getting to the coach stop, and from them it to my destination that almost always makes it uneconomical.
To be honest, it depends where that 'near somewhere' is. Meadowhall is reasonable for Sheffield with good onward connections - probably actually faster than running the coach in in the case of the train. Also not only to Sheffield but to other places nearby, in parrticular Doncaster. The only time the coach should venture into central Sheffield in my opinion is at night, when coaches call at both Meadowhall and central Sheffield it adds a lot onto the journey for little benefit to anyone.
I am however rather sad at just how much National Express is declining. It's often the best way to get to Birmingham, sometimes being competitive on time with CrossCountry Trains and almost always on price, it's just a shame there's fewer destinaitons at all. What's needed is some strategic thinking: Does this destination have easy onward connections and where does it serve? IF not, we should stop at X too. But that sounds too much like an integrated transport plan. I miss also the integration with continental coach operators, this means I'm using the coach a lot less than I used to because it used to be the best way to get to the 'near abroad' (France, Belgium, Netherlands).
I reserve particular ire for Flix, by running services but then cancelling them (never had a NatEx service cancelled, seems commonplace with Flix) and not providing appropriate support or willingness to take ownership of issues. At least NatEx is a good honest coach operator, even if they always have subbed out, they know their business. Flix wants to be the Uber of coach travel, with all the negatives too. The word 'En****tificaiton' springs to mind: First offer a decent service, then screw over your business customers (contracting coach services in this case) and then screw over your customers too once you've obtained a near-monopoly. Phase 3 isn't far away, NatEx and Megabus are both struggling with Flix's lowballing approach. Flix's prices are already much more expensive than what they were, and their service much inferiror. If our competition laws were sane they'd recognise this and also at least allow Megabus and NatEx to merge to provide a decent national champion to take on Flix (the result would be more competition, not less and a better service too).
Now all I can do is miss the days at Uni when I could book a £15 return add on to connect with the Eurolines/NX service to Rotterdam (or anywhere else in Europe - once went to Prague this way) from Hanley Duck bus station (though I believe it was a national add on) - but usually Rotterdam because of a girl... I digress.
I'm sure if they could sort out even continental connections combined with a London service, if they relaunched something like what I mentioned above even at £25 they'd have a killer product, taking budget conscious passengers away not only from Flix but also Eurostar and the airlines, and not just from the London area. It's called investment. Sadly having seen Mobico's eyewatering debt ratios i doubt this will be forthcoming.