I think they are trying to compete against flying+hotel rather than just flying. Basically for people who would fly in the evening and stay at a hotel in order

I think they are trying to compete against flying+hotel rather than just flying. Basically for people who would fly in the evening and stay at a hotel in order to be ready at destination first thing in the morning. Of course, within the UK distances are so short than you can also be at destination early in the morning by flying very early... So, really, people pick the sleeper train for the experience.