[Janet MacD]

Are those rolls at the top of each window rolled up curtains? Didn't see anything online that would help me figure it out. But I assume they'd have found a way to deal with rain and whatnot.

Well spotted! Yes, they had rolled up curtains. I found a photo from 1910 on the Vintage Toronto Facebook group. The company had another vehicle - The President - and you can see the rolled curtains better in this photo. I counted 6 benches behind the driver with up to 4 people per bench, which is consistent with the research saying they held about 20 paying customers.