"Be stupid" ad on a New York taxi
From an email sent to Tyler Cowen at Marginal Revolution:
I used to drive a taxi.I made a lot of money doing it. I learned very early on to never drive someone to their destination if it was a route they drove themselves, say to their home from the airport, or from their home to work or vice versa. Everyone prides themselves on driving the shortest route but they rarely do. Often people develop a route that is based on need -say going by the day care, or avoiding an intersection where they once had an accident or to avoid driving by an ex’s house or skirting road construction long since resolved- but as they become habituated to it, they fail to reorganize their strategy when their needs change. When I first started driving a cab, I drove the shortest route -always, I’m ethical- but people would accuse me of taking the long way because it wasn’t the way they drove. So, I learned to go their way ending up with a lot less grief and a lot more money. If you’ve ever wondered why a seeming professional cab driver will ask you how to get to your destination, this is why. Going your way means they’ll make more money and they won’t be accused of ripping you off. Not to say that in the beginning, I wasn’t stupid. I’d try to show the customer the route on a map but they’d usually be offended that I was contradicting them. It was to their house, if I’d never been there, how could I possibly know better than they did? In the end, experts they consider themselves to be, people are a tangle of unexamined emotional impulses and illogical responses.
Taxis and the shortest route home (from my email), Marginal Revolution>>