Sweden is fairly big on consumer protection, and price comparisons is generally a mandatory part of that (all groceries are mandated to list price per weight/volume/appropriate other unit so you can find out, say, which bag of rice is cheapest per kg, for instance - the same goes for taxi services and price per km). That they're being asked to follow those rules is hardly government bullying - in the eyes of most everyone here that definitely counts as "consumer protection".
It doesn't get better when they start spouting complete lies - the gibberish about certain unmarked taxi like services being exclusive to "royal families or prominent business leaders". Not related to reality at all.
To be honest, I'd never heard of this story before I saw it here. It certainly hasn't been covered by mainstream press. I don't live in Stockholm though, so it might be bigger there.