A most inspired list of routes, aiming to tap into many markets and offer customers more choice.
Crewe, Tamworth and Nuneaton forgotten as Intercity stations by Virgin, with much potential for business travel into the capital, I doubt there will be much competition with London Midland, as London Midland will continue to market these as cheap slow trains, with limited use for the time conscious consumer, those who are driven by price will not move away, and from the wording on there website they do not appear to be aiming at this market at all.
Aiming at stations with good access to motorways, is an area where the franchised operators often seem to miss, with services focused on point to point travel, which for many people who live in the suburbs of major cities who find it easier to get to where they want to go currently by road due to having to get into the major cities, and park at great expense.
The non change market hit as well, its all very well saying people wont use the service because someone can change at x,y and z, if the customer doesn't want to do this they would prefer a slightly longer journey where they dont have to get off drag luggage across platforms, stand in the cold or wet, and try to find a seat multiple times and often when you factor in change times, the time difference would be reduced. I would point at the example of WSMR who having introduced a direct service which may not necessarily be quicker or with marginal difference to the franchised operators, have developed the market with people who previously did not travel by rail.
Routing also seems to be extremely clever also taking the example of the Bradford - Euston services tapping into the transpennine market, hitting the key motorways in the North West, opening up the entire Greater Manchester and Merseyside Markets, offering options both transpennine and to the capital, after all most people on a service do not board at the point of origin and disembark at the destination.
Bringing regular services to the capital from the likes of Huddersfield, Halifax, Rochdale, Blackpool, Barrow, Whitehaven and Grimsby to name a few all with sizable populations but no connection to the capital will surely generate custom from other modes of transport and develop the areas. The Huddersfield - Kings Cross service is one which hits no end of medium sized towns with no direct connection to the capital, if only franchised operators were empowered to tap into these markets the railways may serve more people and some of the benefits of having it in the private sector realized, and I would think that many of the timetabling bottlenecks would disappear