Not every train has to be packed to the rafters though. I tend to tailor my travel around slightly less busy times, so it's less claustrophobic and, nowadays, less of a Covid petri dish.
The dichotomy is they want more people on trains, which is fair enough, but passengers want to travel in more comfort than herded like cattle. It's overcrowding as well as pricing that keeps people in their cars.
If they want more passengers then strengthen the rolling stock where needed, restore pre-pandemic services (for starters) and employ more staff and treat them better so less trains are cancelled. Improve the service and they don't need to entice people with freebies and cheap offers.