They should be inconvenienced for being foolish enough to buy from the train line!
That's not going to help me the next time I renew. It appears at my work that Trainline has renewed their contract to provide corporate rail tickets and part of the deal is that all season ticket loans must be used to purchased season tickets via Trainline. The natives are going to be very restless very shortly - as lets face it, no one in their right mind purchases a season ticket (or any personal rail ticket) from Trainline.