@jon Agreed. To use a cliche saying, we can't let perfect get in the way of good.
A big focus for me at the moment is behavioural mechanisms to convert air travel for business to digital, but also where physical travel is required, converting it from air to rail.
If you're interested in decision-making on transport. I can recommend Pete Dyson and Rory Sutherland's book "Transport for Humans". It's awesome (also Pete and Rory are both lovely people).
@Ahkns Sure, I have that on my (rather long!) list of books to read.
My headache is rather different though: how do you make the railway sector *itself* better. It can't respond to obvious issues staring it in the face.