Prices rise by an average of 3.9% across Wessex trains today.  To be fare to them, it's the "regular annual rise" and quite low - Melksham to Swindon return up from 7.00 to 7.30 (23 miles, 16p per mile) and Melksham to Salisbury up from 7.50 to 7.80 (29 miles, 13p per mile).

By contrast, First Group's Chippenham to London walkon fare for the busiest time of day is up from 90.00 to 94.00 (94 miles, 50p per mile). If Melksham to Swindon was also charged at 50p per mile, that would make the return fare 23 pounds rather than 7.30. Ouch!