I too have found the same journey at different prices on different TOCs' web sites.
Recently I booked a First Advance from Euston to Lytham (near Blackpool South) which was some £25 cheaper on Virgin's web site than East Coast's. There was nothing to suggest it was a special offer, but I did notice some evening departures from Euston had £80 tickets on Virgin whereas they were all about £105 on East Coast.
I also agree with the above posts that I would never pay fees if there was a way of getting round it. This is part of my overall approach to managing my finances. It mounts up over time.
Recently I booked a First Advance from Euston to Lytham (near Blackpool South) which was some £25 cheaper on Virgin's web site than East Coast's. There was nothing to suggest it was a special offer, but I did notice some evening departures from Euston had £80 tickets on Virgin whereas they were all about £105 on East Coast.
I also agree with the above posts that I would never pay fees if there was a way of getting round it. This is part of my overall approach to managing my finances. It mounts up over time.