I think a lot of people claim to want simpler prices but the reality is different. Even Lidl is doing app only discounts these days.
When I am paying I often do split tickets. But when I’m travelling for work I’m not bothering with that, I don’t get the savings and might get some raised eyebrows when I submit my expenses. Plus on a long trip I want the same reserved seat all the way.
People want cheaper, predictable prices. The predictable bit is the simplicity aspect.
When you regularly buy a ticket for £x and all of a sudden it has doubled to £y for no apparent reason, that will be perceived as a fleecing.