The increase in fares is relentless and unwarranted; most fares are poor value for money for most people.
Almost anything the Rail Delivery Group (ATOC) says can be discarded as inaccurate propaganda that isn't worth reading. I know roughly what rubbish they are going to spout before they even say it.
The only way forward is to use cheaper fares that represent better value. I very rarely buy a ticket from origin to destination as it's usually a rip-off. It's nearly always either cheaper to "split", or to buy a ticket for a different journey, and then starting and/or finishing "short".
The average Trainsplit customer saves around £10 (or was £10 last time I checked) and the savings can be even greater when combined with using better value fares such as Brighton to Bournemouth "Not via London" being used to start short at Clapham Jn (no harm divulging that one as it's common knowledge and the DfT won't let the TOCs get rid of it)
The best value fares which can be used for otherwise costly journeys can't be divulged where pricing managers may put a stop to their use, so attending a
Fares Workshop is a good way to find out how to save money.
Paying full price fares from origin to destination is totally unfeasible for anyone who isn't rather wealthy. As I get paid several grand less than an LU CSA, with no travel perks whatsoever, I can't afford to pay the ludicrous fares that the likes of CrossCountry ask for, so legitimate alternatives have to be deployed if I am to continue travelling by train. I know many are in the same position.