THE CHALLENGE COMMUNITY, ON-LINE!
If you look carefully at the East Coast website on the RHS you will see "Tickets are now available for travel up to and including: Friday 25 May 2012"
This means that they have not yet released the cheap tickets for Saturday 26th, which is why you can only see them at £219
Below that there is a button "Get alerts"
Click on that and pop in your details and the wonderful chaps at East Coast Trains drop you an email when the cheap tickets become available.
This system is no different to buying cheap airline tickets and if you have the luxury of knowing when you are travelling well in advance you can get real bargains.
I like the system!
I hope this helps.
PS "...it is high time that our honourable Parliamentarians stepped in and restored sanity..." That did make me giggle!