Bit sad to see Virgin go, but then I rarely use it these days. In my working days, often going down from Crewe to that horrible place outside Euston, and long pre-Virgin, the trains were noisy, rattly, frequently full of beer cans left groups of squaddies going on leave, and generally contributed to your overall feeling of weariness on a long business day out.
Then came Virgin - first the Voyagers and then the Pendolinos. What a revelation. They were comfortable, well-lit, clean, smooth, well staffed and a generally nice place to be. Other than your favourite chair in front of the telly watching Repair Shop, with an Ardbeg to hand.
I suppose First will simply refurb and repaint the Virgin rolling stock and by the time their new stock comes along I'll probably be past caring. My wife will tell me as she's regularly up and down the WCML playing bridge in that there Lunnun. FWIW, my wife usually gets very reasonable ticket prices, sometimes even first class, by buying weeks in advance.