I pay $10 max for a private ride each way from cliff to beach and vise versa. Route taxis are a different story. When the route was $100J each leg, and the beach to cliff is two legs, I offer up $500J for a route taxi. That's $400J for the both routes for two people and $100J extra for not making me get out after the first route and secure a ride for the second route. The vast majority of the time the driver is good, sometimes they counter with $600J. If you do not like the price, vibe, etc just walk away. Another taxi will be by really quick and you can start the process over.