These fat cats forced the rainbow people of Mzansi to hand over large chunks of their wages every month in exchange for protection against the dangers along the unpredictable roads that criss-cross the land. 'Insurance', they called it.
The system made the fat cats richer and the people of the rainbow poorer and it wasn't fair, but that's how it was.
This is how we've always done things,' the people sadly shrugged.
A young squire to the fat cats, a visionary named Gideon Galloway, got gatvol. 'There has to be a better way,' he thought.
You see, Gideon knows that cars are worth less each month... So, he asked, why should we have to keep paying more to protect them?
He brainstormed long into the nights, fuelled by the fire in his heart and, occasionally, by the juice of the bulls that were red... Until he had a light-bulb moment. 'Ah ha!' he yelled. 'I've got it!' (He would've yelled 'Eureka!' but someone else already had, and he likes to be original.)
Gideon gathered together a band of merry men and women, and they disappeared for 3 years. Gone. Poof! No 1 knew where they were or what they were doing, except that they were working on something big.
He and his team found a way for the rainbow people to pay less. And even less the next month. And even less the month after that... Genius!
They joined forces with a neighbouring kingdom, Munich RE, a world leader in reinsurance. Munich RE promised to back Gideon's plan for the people of Mzansi.
Then, 2 noble knights, Gauche Radley on behalf of the house of Mertech, and Stefan van der Walt from the Premium Group empire, pledged their support and funding, and Gideon embarked on a 4-year-long quest for even more funding.
And, so it was that King Price was launched on 2 June 2012!
The fat cats have retreated with their tails between their legs and, with more coins in their pockets, the people of the rainbow are prospering... Happy and safe with the king of price.
The people wanted to crown Gideon 'the King of Insurance'. But he refused the title and decreed that everyone must always spell both 'king' and 'kingdom' with a small 'k', so as never to forget who the true King really is.
'There is only 1 King, and He is the only King. This is the King with a capital 'K'... Our Creator, who gave us the strength and faith to start this journey. We are merely His stewards and humble servants. And, although we might make mistakes along the way, we're committed to staying on this path and living passionately and with purpose. All honour to Him.'