Been rumoured for a while but now seems to be a thing. Looks like the only way to access it initially is via the Virgin Red app, not that anyone will be rushing to as it’s a pretty basic interface and charges a £1.50 booking fee.
Interesting that they finally did something.
In the meantime Virgin Trains website was redirecting to some ticketing website run by them by I think it was named differently? Can't remember exactly. I think it also said that Virgin Trains will become ticketing website. Anyway, it stopped doing it at some point and now it redirects to virgin.com.