Marketing differs between TOCs, no doubt there, but I'm not sure what improvements you'd want in restrictions/ fare structures and the like.
Even under BR there were examples where one longer journey was cheaper than one shorter journey or one route had different peak restrictions to another (or no peak restrictions at all) - given that demands are different on each route.
Similarly, there are differences inside TOCs here (like the way that Northern's "Duo" is only valid on some lines or Southern's "key" is not valid from all stations (and some TOCs have had multiple liveries between their fleet and sub-brands - look at the Stagecoach ones).
Does it really matter to passengers between Brighton and London whether the Bedford - London passengers at the other end of Thameslink have different peak hour restrictions or different ticketing offers.
Some things about BR were good, but that's no reason to try to try to replicate everything.
With regard to restrictions, if I ever have to use morning services into London, having an easily understood restriction would be very useful to me. If anything, we should try to harmonize restrictions into commuter areas across the country as much as possible.
With regard to Southerns key system, if it is good practice for the passenger, it should be extendedto other areas.
Network SouthEast was good of BR. We should replicate it. The Beeching cuts were bobbins. You can keep those !
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