as well as the above...lots of positive incremental changes
Young Persons' Railcard
More disposable income of public
Seat reservations and cheap upgrade to 1st class
Cheap travel on major routes if booked in advance
Quicker and more comfortable than coach travel
Toilets cleaned, smoking prohibited, public in general behaving less like animals and treating rolling stock and each other with respect
More frequent and reliable services so less fear of getting stranded somewhere and also possibility of living outside of London and commuting into it