Booked this limo service to go to the airport. Driver was on time and the ride went smoothly, although the price quoted in person was slightly higher than the price quoted online (but only like $5 more). So to get from east Etobicoke to the airport it was about $50.
However, I took a flat rate taxi (not sure which company) coming home from the airport to the same location and it was $37. So you do pay a bit more for the "limo", it seems.