The "fair ride price" threads have certainly evolved over the years. Before all the sponsors here, everybody and their brothers kept recommending their friends which often degraded down to a bidding war for the business. Now licensed Red Plate taxis are posting their standard price offers but the problem is still with the "fair" part of the question.
Ly Shell states without equivocation that $40 US and "not cost more than that" is the answer.
Well, all you tour operators who have to maintain your vehicles, insure them and pay for Red Plates, now you know your prices are twice as high as someone who takes Ly Shell to the Blue Hole.
Is that person a Tour Operator? Have insurance and Red Plates? A Route Taxi driver going off his or her route? Or, maybe, just a friend doing a favor?
Just curious as I travel a lot all over Jamaica and know what I consider a "fair price" too.
A "fair price" to me is a price I will pay where both the driver and I feel we have gotten the better of the other or (more importantly) we both are satisfied with the price. Cheaper is not always better.
Peace and Guidance