Roy's not batshit crazy, except maybe going to Mexico
Taxi are pretty much the most expensive travel option available to people. They can walk, cycle, bus, car before they choose us. If they have a negative perception of us, they'll only use us if they really, really have to. Too often, taxi drivers see the €10-20 note in front of them and fuk the rest of it. Instead, if we had slightly better cars and slightly better attitudes, people might start using taxis more often. Bus 10 mins late, a drop of rain, feeling tired etc etc - they might jump in a taxi if it was going to be a nice experience.
Esp women, who have the spare cash. If they knew they could pay €10-20 and get home quickly and in peace without someone staring at their breasts, they'd jump at it. Ultimately that would benefit all of us with more money in our pockets & less hours worked.
It's probably instructive that Roy (AIUI) had a customer-facing business job before he jumped in a taxi and knows something about customer service and growing a business.