better than any alternative route that can be freely driven (excluding running costs of the vehicle). Wherever a fare is deliberately pitched lower than the norm, this is termed predatory pricing and can lead to antitrust action where regulators have some authority. It is a tactic used to achieve a more monopolistic position in a local 'marketplace', in plain language to squeeze-out an upstart operator, or possibly a well-established one perceived as rather complacent or vulnerable for other reasons (such as poorly remunerated staff). See also Commuting Smart growth Niche marketing London Congestion Charge Road pricing Pricing References Public transport Pricing