Do you call the first number in the book? Aardvark taxis?

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I was just having a walk during my lunch break and I noticed a car that had a sign on its roof saying it was from the "Aardvark School of Driving". Now what has an aardvak got to do with learning to drive? Of course, lots of companies use these silly names so that they can be the first in the list in the telephone directory. Do you phone the first one in the list when you look for a compnay in the telephone directory - be it plumber, solicitor or taxi company? Or do you look down the list for familiar names, or the closest firm? Would the name Aardvark ctch your eye - or do you think that this marketing ploy doesn't work?