Yes, top marks to Virgin. All around the net you can see people just saying 'Why not let Virgin carry on, they were doing a good job'.
And if you suggest that it's a bit unfair given they didn't win, then we get the theories that David Cameron wanted First to win, and ordered the DfT to pick them (because First presumably bribed him in some way, or he's protecting big business as a Tory toff, whereas Virgin isn't big business as it's run by Richard Branson and we LOVE him) or that it's a waste of money to get someone else to step in when Virgin is already there. Oh, and the calls to simply renationalise the entire railway tomorrow, at any cost.
Basically, unless Virgin won this bid - or wins the next - the problem will never go away.
Perhaps there shouldn't even be another bid, just axe the franchising system and let Virgin run everything they want to. There will be plenty of other routes that other companies can do though, after Virgin does its cherry picking! They'd take all the IC routes and have done with.