but does anyone think passengers give a single stuff about all this?
Not 'a stuff' as such:
About a fortnight ago a couple I know used the Caledonian sleeper. They were not particularly impressed with the experience (old rolling stock, no grumbles about customer service) and went on and on and on about Scotrail. They insisted that the sleeper is now run by Scotrail because, it turned out, that's what it said on the side of the carriage. So, some people do notice, though in this case it could be seen as a ploy by Caledonian Sleepers to direct unwanted attention elsewhere!