We booked a cab a few days ahead of time for 5:00 in the morning, so I am assuming not a busy time. It took a few calls and 40 minutes after our scheduled time for our cab to arrive. The claims he just get the dispatch and he was really cool and got us to the airport FAST (with a few traffic rules left in our dust), but we still ended up missing our flight. Sadly this is not the only time they have been less than timely, just the worst. Try someone else in Madison first.