I think that self driving cars are coming and that. Even cars that drive on built-for-human roads are just a bridging technology. Eventually roads will be built for robocars. I think it's a big important technology. All transport revolutions are.
To get on that road we need to start getting this tech into consumer land, a beachhead. I don't know if this specific product is it, but it could be. It's got a nice gradual path from cruise control plus to auto-drive for 80% of the ride.
There might be other beachheads. Long haul trucking is often mentioned. This seems like a very similar problem. They both need to deal with highway driving only. Maybe robocar friendly road networks will be extended into built up areas.
I'm happy to see a company take what's working now and put it in a consumer product. We'll see if people like it. If they do, it seems like a good a place to start developing this stuff outside of research labs.
edit: clarity