Agreed - this is really quite competitive compared to Virgin in terms of journey time. Given the price differential, either Virgin will be seeing some reduced loadings on their Liverpool and Chester/N Wales services, or they will have to cut (Advance) prices. I suspect the former! I'd hope that Advance availability on the Trent Valley services is increased, as a doubling of the service is such a significant increase that it may, for the first time in a while, see some empty seats in the off-peak!
I doubt that many people will stomach the 4.5 hour journey time from Liverpool to London on the direct services, compared to the 2 and a bit hour Virgin service. But I can foresee quite a number of people changing at Crewe for the Trent Valley services, as that will represent a more competitive journey time, if you take the xx:33 LIV-CRE (which arrives into CRE at xx:19 the following hour), and then the xx:33 CRE-EUS. Total journey time 3:17 vs 2:12 for the Virgin through service.
I would be surprised if anyone looking online or elsewhere is suggested the through service, given how slow it is, unless they manually input "via Birmingham" or "prefer direct trains".