I just moved to London, less than a month ago.
I decided that I was willing to pay a premium for my <25 minute commute to work (close to Tottenham Court Road). And as long as other people think the same, rent will go up. Pretty standard supply and demand. Everyone works in the center, and nobody likes to waste 2 hours of their day hopping trains and buses.
So this is what you get, take it or leave it, I guess...