A family of Microsoft spreadsheet software with tools for analyzing, charting, and communicating data.
You have applied the conditional format to entire columns that include the first row. When using the formula, it must be applied to the first row of the "Applies to" range.
Try the following
$S1 = "Taxi"
Because the column headers are not a match, it should not affect the end result.
Alternatively, you can set the applies to range from row 2 to the bottom when your formula will apply to the top cell of the "Applies to" range.