I used to use LNWR regularly, as an antidote to some of Virgin's earthier prices (be careful what you wish for on that front, cos I'd give anything to have Virgin back in place of Avanti's band of thieves), but, perhaps as a result of Avanti's greed, everyone is now using LNWR and it's very difficult to get tickets that tie in with altered kick off time windows. Currently their trains are sold out for both the Chelsea (15th Jan) and Norwich (12th Feb) home games.
I've been having to get 'home' to London via Transpennine to Doncaster and then LNER to Kings Cross. Takes ages, but I can usually do it for about £60 - 65 return, which beats Avanti's £95!