The important wording is "from £9.95"..This means they can charge what they want upwards of £9.95 unless you work it out with them first (a bit like taxis at a foreign airport)
A new use for a GPS watch!
I use a Suunto Ambit for walking and geotgging
I have downloaded and printed out the track that a taxi has taken between A and B, then complained to the Licensing Company about the detour and asking for it to be justified.
On one occasion, I even got an apology from the firm and a full refund of the fare!