The drivers are getting ripped off but they do not fully understand it because they are unaware of what the cab companies are actually paying their credit card processor to handle the transaction.
Traditional beers such as London Pride and London Black Cab have also benefited from what's been dubbed "the London-effect, " that came with hosting the Olympics, celebrating the Jubilee and the royal wedding.
What would happen if you happened to leave your iPhone in a cab and a less than ethical person decided to buy up a storm by pushing that digital identification button?