It’s Ireland in September 2006 and you are a self-employed driver in an open market. There’s a stack of unavoidable, ever-increasing bills on your hall floor – EazyPass, road tax, insurance and an eye-watering invoice for fuel – and you know that every single one of your competitors/colleagues have to suck this up, too. Appealing to the regulator for a break is pointless and your client base will never accede to a demand for a steep rise in the cost of your hire. The end of your rope is in sight, so what does your trade association cry out for: traffic blockades, lobbying TDs, strikes? Not so much, no. Those heirs of Larkin and Connolly in the taxi business could learn so much about positive PR from their comrades in the forty-footers.