If you look at Mercedes, for example, their marketing page describing their driver assistance technology[0] (with a very similar feature set to Tesla's) uses the word "assist" more than 30 times and in practically every header. Few people would come away from that marketing thinking that their car is going to drive itself without them paying attention.
Tesla, in contrast, advertises their "autopilot" and "full self driving" capabilities. The word "assist" is used exactly once on the Autopilot landing page[1]. The rest of the words and names are carefully chosen to convey a sense of total autonomy.
[0] https://www.mercedes-benz.com/en/innovation/autonomous/the-n...