I agree, they should publicly distance themselves from the self-driving monicker until they at least reach level 4 coverage. At level 3, this should be at best

I agree, they should publicly distance themselves from the self-driving monicker until they at least reach level 4 coverage. At level 3, this should be at best described as 'driver assistance', or maybe a more descriptive but less palatable marketing term could be 'training wheels'---you still have to drive, but if you take your eyes off the road you might not die immediately like in a 'real' car.