For native and regional journeys, there are cheaper "not through London" fares if the origin and the vacation spot are on the identical aspect of London, …
Source : https://www.railforums.co.uk/threads/why-isnt-there-a-non-london-fare-for-long-distance-journeys-where-both-the-origin-and-the-destination-are-on-one-side-of-london.271760/