Maybe in 2010, I needed to get to Cambridge. I figured I could fly into Heathrow and take the Underground into central London and take surface rail from there.
At the airport rail station, I was surprised and delighted when the ticket agent asked me where my final destination was and said they could sell me a ticket for the entire journey (on two different operators!).
A good passenger experience starts at the ticket counter, and the UK clearly understands this.