Members may have notice my prioritising of a reasonably frequent service, reliable services, good connections, intermodal links and understandable fare systems and good information systems over the trimming of a few minutes off journey times.
By way of example ... I need to be at Swindon (Station) from 4 p.m. to 7 p.m. this evening ... using Google (which has turned into a good information system to tell me about travel options, but lacks associated fare data).
With a service every 30 minutes and a 25 minute travel time, I should (on average) be able to leave Melksham 40 minutes before I start (15:20) and get back 40 minutes after I finish (19:40).
I am offered a 14:32 departure and a 21:09 return - 80 minutes (waiting+travel) time increased to 217 minutes due to a poor frequency. Remember that the 2013 service increase was from an impractical service to the minimum above that - a poor service but usable by those who have no alternative, or who are lucky enough to want to travel both ways at the times the trains run or who are flexible in their planning they can fit the trains.
24 minutes is a wonderful train time - I would be perfectly happy with 35 minutes. But look at how long I have to wait for the train! An arrival 59 minutes early, and a wait of hour and 45 minutes when I finish lead me to consider alternatives when the train should be the natural choice. I will be travelling up by train - although the timing is poor, the alternative timings are so awful that it's "Hobson's choice". For return ... I'll almost certainly take the 19:00 train/bus combo. For sure it's an hour (and 2 minutes) longer than the train, but still gets me home nearly an hour earlier (the bus stop being nearer home that the train station). And I dream of the 18:52 which
GWR▸ withdrew in March which used to get to Melksham at 19:18.
For completeness, driving, cycling and walking alternatives ...