I was having a couple of beers at Glasgow Central on Friday 8th march after Ayr Races & decided to see how busy it was. It arrived a couple of minutes down at 20.40. I was suprised that around 200 alighted. I know it was a Friday but there seems to be very few cheap advance tickets available on this service.
I think Virgin would do better if they allocated more cheap tickets. Easyjet and BA (certainly from LGW) are always cheaper. And yet trains are half empty - this requires a cultural/behavioural shift for those travelling to Glasgow to start seeing the train as a worthy alternative.
It has happened, but could be better. Market share is still low - they could do more to encourage people on. Many might prefer the seamlessness, ability to work/sleep/play, bring anything on, no queues/security/ID, no trains from airports to London etc... - plenty of benefits but many don't try it.