Regarding the "branding" issue, I remember when the Caledonian Sleeper services were an integrated part of the wider Scotrail franchise/TOC as a sub-brand, Sleeper berth and seated car tickets had something like "SR CAL SLEP" printed in the "Route" field.
This clearly demonstrated that the Caledonian Sleeper services were operated by a TOC - Scotrail.
The problems south of the mighty Thames regarding the plethora of fares along London, Brighton, & South Coast Railway metals should be sorted out once and for all. For example, Govia Thameslink Railway could have one lowest priced and one highest priced fare removed at the next fares round, and repeating that until gradually the middle point is reached. Then it would just be the one fare left across all the brands.
Furthermore, I do not recognise Southern, Thameslink, or Gatwick Express as TOCs, as all three do not exist - similar as to how Glasgow Rangers FC has not existed since the end of the season in 2012, when they were forced to go into liquidation when they got caught operating a tax dodging scam. The present outfit started out as a brand new organisation Sevco, fronted by Charles Green (the same Charles Green who was the "saviour" of Sheffield United, then trousered a lot of money out of it before walking away).
If the new NRCoT is going to be explicit about sub-brands, then they should have it similar as to how to when the CS was part of Scotrail i.e. "GTR TLINK", "GTR STH", and "GTR GATEX" in the "Route" field. Without the "GTR", Southern, Thameslink, and Gatwick Express are not legitimate TOCs at all.