OK guys... so I had a chat with one of my Italian Facebook friends, and he confirmed that Cooperativa RadioTaxi 3570 is not accepting direct payments in Bitcoin. They are using a third party payment gateway. Users can pay with Bitcoin, and the driver will receive this payment in fiat. The drivers doesn't even know that the original payment was in Bitcoin.
If that is the case, you may as well use a bitcoin debit card and gain access to anywhere where visa/mastercard is accepted and claim the same thing for many purchases. I think its more of a PR campaign instead of boosting bitcoin itself. It would be nice if the drivers were given a choice to keep a percentage of the bitcoin for themselves or something along those lines. Creating an actual economy out of it, instead of just dumping it straight back into fiat.