- how do they achieve that?
Difficult.................
..........but something that would help the "confused - but honest" traveller would be a common on-line ticket search/buy engine to be used by all who sell rail tickets.
I consider myself to be fairly savvy when it comes to getting the best rail fare when I want to go from A to B. The difficulty, as you rightly say, is for the unwary to not know when a particular ticket is, or is not, valid. Most of the websites are very poor when it comes to this particular point. All the websites seem to be "upgraded" regularly - but they never make it any clearer as to what the user may be buying. ALL the upgrades do little more than make the website look more "modern" and flashy - the act of just changing it does little more than confuse most users.
I still use the "old"
GWR▸ Mixing Deck site - yes, it looks agricultural (sorry to any forum members from the farming community !) .................but it tells me everything I want to know in a simple, straightforward fashion. I put in the date/time I want to travel and it tells me all the fares that are available, the name of the fare, and what trains these fares are available on. I don't want - or need - all the other junk that adorns the other websites:
"Five get there first" the current GWR ticket site tells me - no they don't, they are still trying to fathom out if the "Advance super off peak evening out half day return" - with a 49 to 72 year old rail card, is valid on the 15:20 from Temple Meads to Chippenham.
There is little point rationalising the tickets themselves if the would be customers still don't have a clue what they are buying.