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From volo.tv:

"travellers in the FGW entertainment carriage"

"We've also made it easier to pay. No need to login, simply buy your ticket for £1.75 from the ticket office, by telephone or from the comfort of your seat!"

It says you pay £1.75 for a ticket. So this sounds like a way to get a seat if you're on board a busy train even if you've not booked in advance. Last I looked you paid £1 each way for a seat reservation which makes the marginal cost 75p, cheaper than buying a newspaper.