Italo is lovely. They got the ticket sales right, which has been really hard for the rigid former railway monopolies. It is nice onboard, too. Actually, I chose Italo over Trenitalia the last time just because of the nicer ticket sales system.

With Italo, I could buy tickets well in advance using PayPal, all in English. A lot nicer than some monopolies using some local credit card processing gateways with missing translations and connections.