The argument is that we are trying to remove humans from the equation. Put fully automated systems on the road that have near-perfect reaction times. The only w

The argument is that we are trying to remove humans from the equation. Put fully automated systems on the road that have near-perfect reaction times. The only way to get there is by boiling the frog. Technology is scary. It is even more scary when you tell someone that you're entrusting your life to automated tech. What do you do to change that? Marketing! Start by using singular feature roll out. We've seen lots of these little systems being introduced: sensors for blind spots, auto-braking, adaptive cruise-control, lane-assist, alerts for drifting out of lane, etc. Now they're telling consumers that driving is becoming automated while auto manufacturers have been slowly automating the driving process feature-by-feature for years. They're up front that it isn't unrestricted autonomy. That is, "Hey, this will keep you safe, but just in case, keep your eyes on the road. Don't worry though; these are the same features you've been using for years. " This isn't a dumb entertainment system for showing off to your friends. It's field testing for future iterations when it is 100% automated. It's genius.