I'm sure though that if enough pilots alert their ops departments that it is happening, then external pressure may result in something being done.
If the aircraft are being given the route they have flight planned, then no amount of external pressure can force a change.
You, or NATS, cannot force a controller to give a short cut, however sensible the routing might be. The fact that I have heard of this, know the controller concerned, and think they are being a bit of an arse is beside the point!
Make it a Flight Plannable route, then get airlines to file it.