"This is the Cruise RP1, the first autopilot for your car. ... Frees you from the pain of commuting, stop and go traffic, and long trips. Just sit back and enjoy the ride. ... Reserve yours at getcruise.com and join the driverless revolution." - Cruise RP1 commercial:
https://www.youtube.com/watch?v=uEQqQj_zyHI"Your Personal Chauffeur Keep your car. Just let it drive you."
- getcruise.com
"Be the first to experience Cruise. We're currently accepting 50 pre-orders for a 2015 launch. Order now to join the driverless revolution."
- getcruise.com, a few months ago. (Now the site offers only a wait list.)
If there's a "wrong impression" of Cruise, it's because that was the impression they deliberately gave.
I have deep misgivings about almost-automatic driving. Full automatic driving seems to be within reach, and is not that far away. It's almost-automatic driving that's troubling.
Suddenly handing control back to the driver when the automatic system can't cope is not going to work well. Commercial pilots have problems with that. Watch "Children of the Magenta" (https://www.youtube.com/watch?v=pN41LvuSz10), where a chief pilot of American Airlines talks to other experienced pilots about how to use cockpit automation. Those are very well trained pilots. Yet this talk is about accidents which usually involved the end of a period where automated systems were flying the airplane, and then, for some reason, from conflicting traffic to weather to a runway change, the pilot had to take over. At that moment, sometimes the pilot didn't have full situational awareness, because they weren't flying the aircraft. That's when accidents happened.
Drivers are not selected and trained like airline pilots. An almost-autopilot puts them in a situation where they may have to take over suddenly. One cannot expect drivers to do that with a high degree of success.
The minimum safety requirement for automatic driving is probably to be able to pull over and come to a complete stop after a failure without user intervention. Or to drive slowly enough that slamming on the brakes is an adequate solution. That's probably why Google wants to initially deploy automatic driving on vehicles with a 25MPH top speed. At that speed, an emergency stop is a sufficient response to almost all problems. There's no need to be able to drive out of trouble at 25MPH.
A high level of driver ineptitude has to be well tolerated. People are going to use automatic driving when tired, drunk, stoned, or looking at a phone. That has to work, and work well. If not, people will die. This is a very tough human factors problem.