> To get on that road we need to start getting this tech into consumer land, a beachhead.

But it's been there for years! All of the high-end car manufacturers offer this technology, in their current cars, well-integrated, well-tested, and for less money than what this company charges!

Remember, they're not offering self-driving, they're only offering lane assist and adaptive cruise control.

But the vehicle manufacturers are also working on self-driving, it's not just Google! BMW and Volvo have both committed to having self-driving cars on the roads by 2017.