Services should definitely call at Reading, not pass at all. What should happen is more services should be set as a drop off only. This means a service is scheduled to call there but will not be advertised on departure boards at Reading and will be classed as an arrival. I believe this already happens with some services (I know it definitely does with services coming from Paddington but I'm not sure about into Paddington), but what I say is this should happen with more of them. More services should definitely not skip Reading, no.
Sorry, I don't quite understand. Are you writing about Up trains to London or Down trains from London? Stopping, semi-fast or non-stop trains?
Assuming that you are writing about the non-stop trains, which seems to exercise most people posting here, I have explained before why displaying them as 'set down only'
won't work.
I'll try again... Fast trains to London use Platforms 10 and 11 at Reading - these are the two sides of an island.
Any and all trains pausing there will continue to Paddington regardless of what you suggest is displayed on the departure boards. No train stopping there can or will return westwards without alterations to the track layout and signalling. If the displays convince some people not to board the first time this scheme is used, rest assured by the end of the second day the displays will be ignored and people will complain bitterly about the stupidity of the railways who are trying to fool them.
There are two semi-fast/stopping services per hour from Paddington which terminate at Reading; these are often shown on the Paddington departure boards as terminating at Twyford, but this simply is to avoid annoying those passengers who want to get to Reading, see 'Reading' as the train's destination, rush to the platform and then fume because they've boarded a stopper which takes the best part of an hour. From their first stop these trains are shown with 'Reading' as being the destination. In the near future these services will be run by Crossrail and won't go near the main train shed at Paddington at all - the problem will go away.
And why, for all that is holy, do you want to upset passengers at the second busiest station on the Western? It's not good for reputation or for business.