Probably to increase cash flow at a time when they are having to cut the number of services.
Good for them - at least they are trying to break the mould instead of letting Virgin steamroller over them. I hope that it succeeds - and sends out the message to the rest of the UK rail industry that high prices will just drive passengers away.
The only disappointment is that WSMR still do not offer a "Saver 1st" to try and tap into those who want the extra comfort and service, including food offered in 1st class and who are prepared to travel on trains after the morning peak, without paying top rate i.e the full anytime single return at 89 / 162 from Shrewsbury. Granted, this is less than Virgin, but have WSMR considered this, even as a short-term special offer, to see if it increases passenger numbers ?