As I've said already, if you give 'mates rates' to your friends, you're giving a discount. The question is where does one draw the line?
The tricky part would be banning below cost selling. Uber have 1 foot here and the other in the Netherlands. They could easily manipulate their accounts to keep doing what they're doing. Afterall, Ireland's economic success is mostly based on letting the American multinationals 'rest their money' in their Irish bank accounts so they pay less tax worldwide.
One ought to draw the line at a 15 mile radius from the GPO. The meter is a relatively new concept beyond that boundary and one very many clients passionately dislike. If one were to force the men outside of the big cities to charge the current maximum fare permitted by law as calculated by the Dublin centric taximeter a lot of those men and the firms they work for would lose a lot of work, forcing some out of business and others to commute in to the cities to compete for work where the clients are used to paying metered fares and, indeed, where most clients will have actually flagged down a taxi on the street or hired a taxi at a taxi stand so actually know how disgustingly low fares are when PUC and base fees aren't a factor. I done a local from the Omni rank up above in Santry the week before last... €7 it was... with queuing time, loading and unloading shopping time that's 20 minutes work... for a poxy €7 before expenses charging maximum fare permitted by law as calculated by the Dublin centric taximeter.... yet the same maximum fare permitted by law as calculated by the Dublin centric taximeter pays me €72 for a 32 minute run from Stamullen to DAP or €83 for a 33 minute run from Balbriggan to D1, both including run in, excluding commission and other expenses.
I guess in rural areas the majority of your clients are your friends and neighbours but what about firms like Roy's Ireland By Taxi - of which there are quite a few. Of course they will have some repeat clients and more through recommendations / word of mouth but, for the most part, they are serving clients with whom they have no personal relationship. Putting those firms out of business would, similarly, force those men into competing for work in the big cities.
In any event, it seems highly unlikely that NTA will introduce a minimum national fare at a level that would be counter productive or that it will abolish the national maximum rate in favour of returning to allowing local firms and local authorities set their own (metered) rates appropriate to local markets.
NTA can attach any conditions it deems appropriate to Dispatch Operator licences. The question, I guess, is whether the likes of Uber actually need a licence. They could argue that they are no different to WhatsApp which clearly can connect riders with licensed (or more commonly unlicensed as far as WhatsApp is concerned) drivers without holding any licence. However, Uber has proved to be keen on playing along with licensing authorities in other markets e.g. in the UK it is required to operate from within the jurisdictions within which it is licensed to facilitate audit and regulatory control. Of course, that is another question that ought to be being asked... what jurisdiction has NTA got in Amsterdam and when did it last audit Uber B.V., Amsterdam?