Now.... FGW▸ have introduced a new 'flow' on May 20th. 'Via Newbury'. For stations east of Castle Cary and in Wiltshire. (Bruton, Frome, Westbury, Trowbridge, Bradford-on-Avon, Avoncliff, Freshford) This new 'flow' now has fares priced cheaper (by as much as 25%) than the previously only available 'Any Permitted'.
As an occasional traveller from London to Westbury, I've found the previous fares rather high and indeed the changes (at a first glance) on this line look like a step in the right direction - towards bringing them more into line with the main lines that run across the north and south of Wiltshire.
Just two weeks ago, writing about split tickets, I noted for this journey:
17:33 -> 18:59, 84.00 can be reduced to 36.20 with a split at Newbury
17:45 -> 19:27, 84.00 can be reduced to 68.90 with a split at Swindon (change trains there)
18:06 -> 19:52, 84.00 can be reduced to 27.20 with a split at Theale
18:33 -> 20:04, 39.00 can be reduced to 32.60 with a split at Pewsey
Now, and without split ticketing:
17:33 - 35.60
17:45 - 84.00
18:06 - 35.60
18:33 - 35.60
Anytime single dropped from 84.00 to 74.00 on all trains except 17:45 which is via Swindon
Off Peak fares now offered on 17:33, 18:06 and 18:33
I note that the 74.00 is also valid from Trowbridge in the morning - 06:47 change at Westbury, but the fare from Melksham, joining that same train 10 minutes earlier, is 84.00 - an eye-watering 10 pounds supplement for an extra 6 miles or so (1.66 per mile) - and you'll still do better splitting if you're making that journey.