Perhaps if ticket office staff were to become drivers we could have a more reliable service and that would bring more passengers to rail.
Perhaps if we got rid of peak, off peak, super off peak, evening out, advance, special routings, railcards, distance related fares, britrail, CIV▸ , warrants, child fares, groupsave, rangers, rovers, weekend away tickets, and had a flat fare system like London buses we would have a system in which the technology did not frighten off the passengers. Indeed, one that encouraged people making long journeys to move from their cars and planes onto trains.
I have previously suggested a greatly simplified fares system, with only 3 different fares between any two places. This has been described in detail elsewhere and I see little merit in repeating it here.