No, I don't disagree Jas, I just know that that 30p you think the punter so desperately needs more than you will be forgotten after a few weeks of walking in the rain or sitting next to a bus full of yobs, you can't afford to go cheap, you have to eventually have a massive rise then and that does cause problems.
I'll put this one to you, there are cabbies who think they are a retail store and a sale will increase business, these drivers are the ultimate in stooopid, you never have a taxi because they are going cheap, you get one because you need one at the time, a packet of cigs rose by 70p last budget, have people stopped smoking?
It's a fear category and a silly one to boot, if fuel goes up and if insurance goes up,
which it has by large amounts your profit goes down, better it goes down having used less fuel than it goes down because your costs increased.

p.s, welcome to my world regarding the radio circuits, locally we are undercut by £1.50p per in town job by them, and they will go halfway across the world for 30p pm, you have to cut them loose and accept that you can't compete against them, oh and as for who is the real bad guy in all of this, try a radio rent, just radio not the car etc of £135 pw and a uniform @ £20 per item, this is what I've tried to get across before, it's not the trade in general, it's a few whip crackers that ruin it.