Hi ukintheus, I was just wondering where the driver took you/what did you do for the day in February. How did you find him, and was it expensive? Thanks!
We used tours plaza. They were rated well on Trip Advisor and we had a good experience with them. I think it cost us about $130 for a 4 hour tour (car) and I tipped on top of that but I don't remember how much. The only thing I wish I had done differently was to have a plan of places we wanted to see. We asked the driver to take us around to the "highlights" (not the ruins) and we pretty much left it up to him. We did get taken to some places where it was obvious he was getting a kickback for taking us there, despite the fact that he went above and beyond to explain that he didn't, but I have to also add that we had the same experience with Bernards Tours on St. Maarten, so we recognize it's a part of how they earn their money.
He first took us to see the grounds of the Country Club and pointed out the airport, then we stopped to see some type of monument to the Mayans. It was also a good photo op to get some of the Magic docked in the distance. We asked to go to the chocolate factory, but because I hadn't booked ahead of time there for a tour, he just knocked on the door and they gave us a free tasting session and sold us some chocolate (which was delicious).

Then we went to a "tequila factory" where they explained how they make tequila (although no tequila is actually made on Cozumel) and then you did a tasting and of course get the sales pitch to buy, which we did (and I think it was an OK price, but definitely not a bargain). This place was very busy, so I had to think that it was a stop on one of the tours from the cruise ships but we went in through a side entrance & I have no clue what it was called. Then we asked to see one of their churches and he took us to their largest church, which was beautiful and interestingly had no glass, just open air windows. We did a tour through the areas where people live and saw a couple of schools. We asked to see the "real" side of Cozumel rather than just tourist stuff, so that was at our request. Then we stopped at some "park" that was really raggedy, and very hokey. He said the the "guides" were students and the project was there to help them learn english -no charge for the park, but you tipped them at at the end. That was 10 minutes of our lives lost that we'll never get back.

We drove around to the east side of the island and stopped at Senior Iguanas for some lunch - it was great and we want to go back there and also to Coconuts. Then stopped at El Mirador and took some photos. Then we made another "wasted" stop at Mr. Sanchos, just to look at their beach and facilities basically. I think that was the last stop and we then went back to the cruise pier. We really got to see a lot of Cozumel, it was a great way to get an overview of the island. We had my 85 year old Mum with us, and it was a really good way to get her out and around the island, without overdoing anything.
They were very easy to book with, good communication via email and when I had to cancel the van booking that we had originally booked a week before our cruise, (some of our party had to miss the cruise) they happily switched me to a car with no issues at all.

The driver was courteous and the car was clean, it was actually nicer than I had anticipated it being. He also was happy to do things as I thought of them, like the church and the chocolate factory.
This time we are going to have a plan, and only book for 3 hours ($107 plus tip). If you can speak spanish, and/or are a bit more adventurous, you can also negotiate with a taxi driver at the pier and could probably get a way better deal. We just would prefer to know for sure that the car is still going to be sitting there when we get done with our drinks or whatever we are doing.

You can find them on Trip Advisor, or just google driver for a day cozumel and you'll find them. Their website has a lot of information.
Edited to add: Having spent 30 mins doing some reviews on Trip Advisor we are considering doing the Cozumel Bar Hop Tour. Price will be about the same for the two of us, we just have to decide if we want to do any sight seeing to other locations or not to make our decision.