Do you remember a promise from First that they were looking at cheap buy-ahead fares from Melksham to London when they take off all the trains that run post-09:00 ... but that they weren't going to apply a derogation to Melksham even though it would be a sensible thing for the market there because it could be abused by travellers from other stations. Well - I was pretty pissed off at the time by the suggestion that the people of Melksham were to be penalised because of potential abuse by people elsewhere. And I'm twice as pissed off now having looked up return London fares, to buy ahead, for 12th December.

99.00 (ninety nine pounds) return by the 07:17 from Melksham if I return on the 17:30 from Paddington
114.00 (one hundred and fourteen pounds) return if I return via Westbury on the 17:33 from Paddington.
Higher fares also available if I travel First Class ...

Looks like First may have looked at cheap fare options, but they certainly haven't gone the extra step of actually offering them to their customers.

The same fares are the best offered on a round trip from Paddington to Melksham at 17:30 on a Friday, returning at 07:17 on Monday ... which was the basis of our "Weekend in Wiltshire" idea.  At that price, it's not a project that I could proudly market as I don't feel it would be good value.