There is a consensus that rail fares are too complex.

There is a lot of truth to this but it’s nuanced.

It’s very important we understand this nuance otherwise we’re in danger of fixing the wrong things.

The problem isn’t exactly complexity, the problems are cognitive effort, jeopardy and arbitrariness.

Let me explain by means of a visit to Boots.

Train companies are facing a financial crisis. New solutions to fares and pricing are essential to fill the hole left by business travellers.