The lucky dip customer experience of a motorway services

Travelling the UK by motorway results in the magical mystery tour of using the numerous motorway services. Every services seems to offer a unique blend of products many of which seem unlikely to be useful while passing Swindon on the M4.  A light cotton pair of trousers?  A solar garden light?  We never know what awaits us or indeed which shops will have tenancy with every stop offering a different blend of retailers. Our needs from a services have remained pretty much unchanged over the decades. Fuel, toilets, snacks. Yes our needs have matured with the advent of electric hook ups for cars and broader variety of food and drink expectations by visitors but the need is essentially unchanged. How then given this consistent demand and elevated prices in every service do they manage to make the experience such a shocker?  The captive customer concept is a weak excuse for charging us so much more when delivering so much less. Make the experience better value for money. Focus on the core needs. Deliver solid customer experience that in turn makes it epic in line with our needs. We don't want to move in. Just visit and go. Epic.