Rory Sutherland Rory Sutherland

Clever websites only make the market dumber

issue 29 September 2018

A month ago I wanted to travel to Bath for a 60th birthday party. From Kent, this either involves a Tube journey to Paddington or traversing the south-western stretch of the M25, where — in the rare moments you are not in stationary traffic — you have the even worse experience of driving over 10,000 misaligned slabs of ribbed concrete.

But deep in my hippocampus, I remembered seeing a train to Bath on the departures board at Waterloo. This would let me travel from Seven-oaks to Waterloo East, avoiding the Tube. I looked online, but the website denied all knowledge of such trains. It told me to take the Underground to Paddington and board there.

Following a hunch, I searched Waterloo to Bath via Salisbury. Suddenly there they were — several daily direct trains from Waterloo to Bristol via Bath with First Class Advance tickets selling for bizarrely low prices.

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