My brother travels a lot by train, and I am quite often gobsmacked by how much he pays. I think the further he goes in distance he gets better value. It appears they have "special deals" but do not tell you this when yo book ......its up to you to spend ages looking on the internet, comparing prices, to find these "deals" - only to find you can only go at a certain time, certain day, and have to have a return ticket.
I think the bus offers better value. I have seen bargain prices between here and Scotland, and here and London etc.
I have just read on the internet that people are not being given the cheapest fares when they enquire about train fares!!