If I were transport dictator, I’d just make transportation fabulous. We can do that. Our perception of time is highly elastic, and the quality of journey time is much more important than its duration. (...) If you ask me, the £6 billion spent on making the Eurostar journey faster had about an equivalent effect to the hundred million or so spent making St Pancras station glorious again. I once suggested skipping the speed increases and instead putting supermodels serving free Château Pétrus to passengers on the Eurostar. That way you could save £5 billion on track improvements: people would ask for the trains to be slowed down. Less spent on engineering technology and more spent on psychology — that could hugely improve transport at a relatively low cost. That’s my policy. I am, basically, a romanticist.
Rory Sutherland
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