10 days ago, on a Hamburg > Fredericia (DK) train, the family of 4 sitting next to me in 1st class was Swedish, on a trip from Amsterdam to Stockholm (the direct Hamburg > Copenhagen route was out of service for track work). They fell to talking with a Canadian couple opposite, and mentioned the concept. This brought on a compartment-wide conversation, and 9 of the 11 passengers in the compartment (including myself, coming from Paris — indeed, all except the Canadian couple) mentioned it as a factor in having chosen the train. Purely anecdotal, of course... but "flight shaming" is clearly "a thing." Sweden is even studying the re-introduction of night "Hotel trains" to Germany (the only way in which rail travel can be time-competitive with flying over a long distance).

In addition, the transportation company with the highest level of satisfaction in Sweden (according to stats compiled by the transport ministry) is a railroad: MTR, which operates an "open access" (unsubsidized) service between Stockholm and Goteborg. The second highest level of satisfaction is attained by... SJ (the "historic" operator, the railroad equivalent of SAS). I don't travel enough in Sweden to speak to any of this personally, but it may be that things are being "fixed."