In the Modern Railways article, Mr Hopwood does hint that they would like to improve it, staying "First class is seen as a product with some opportunities for strong growth". Read into that what you will.
Alas the railway has been littered for generations with management perceptions that First Class is a great revenue opportunity just waiting to be captured - and then nothing happens. Either the first class seating runs round as empty stock all week long, or (in more recent times) is sold off excessively cheaply with Advances etc because that is what they are stuck with. The WCML has been plagued with this ever since fixed formation Mk 2 stock came along. The differentials between first and standard class, or at least the worthwhile differentials, have now made first class costs prohibitive. Notably when public service banned travel in first class quite some years ago, principally because it had become so expensive at business hours, no attempt was made to reduce the proportions.
As someone who has more than once had to stand from Birmingham to London because in a "turn up and go" 20 minute interval service was missing a train that routed through from Scotland, it's also galling to find that the First Class is half full, principally with those on Advances who have paid much less, but the premium I would have to pay on a mainstream ticket is huge.
And further thinking back, I recall, long ago, the Edinburgh-Glasgow service with six Mk 2 coaches, one of which was first class, and invariably empty stock. Or it would have been, were it not for the railway officials entitled to first class passes, who treated it as some sort of private club for themselves, while in the remaining coaches it was commonly full and sometimes standing.