It is a question of good-will. Customer good-will has a real and tangible value. If I have to commute by train I will, but if Irish Rail treat me well, I'll mention this to family and friends who are likely to throw a few hundred quid their way. The loss of this good-will has to be balanced against any potential revenue loss from fare evasion.
It is no use having 0% fare evasion if everyone is terrified of travelling by train in case they get arrested and jailed for an accidental rule incursion.
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