Daimler and BMW-backed Kapten rides into London with anti-Uber ad campaign

Regarding VAT, this is perfectly legitimate under EU, Dutch, and UK law. The VAT rate they pay by processing in the Netherlands (which is 0, I believe) is legal and a measure by the Dutch to attract business into the country.

I note that they claim that they are and will remain cheaper than the competition (Uber, etc). That is good for me as customer. But since they play the ethical card perhaps they should explain how they intend to turn a profit for them and a good income for their drivers when others are bleeding money...