There are the £10 singles at any rate! What you had was a good value ticket you could buy whenever and use certain trains. What you now have are good value tickets you can only buy in advance, and only at their discretion, with the added risk of paying twice if you miss the train
Hey suits me though because I have wanted to this line on a summer day for ages, but I really hate the Standard interior of the Great Western HSTs, so now I can get a super-duper cheap £20 First Class ticket on the through train HFD - PAD
Edit: looks like the Hereford 'Great Westn Only' price is £10.50. Are they selling Hereford tickets via Oxford and Worcester with the London Midland connection?
Further edit: some of these Great Malvern services are turbos right - are they really selling Advance First on a turbo? LOL