It may seem similar to Google's current self-driving car project, but Cruise beat Google to the market. Google's efforts are not for nothing though, "because of Google, people are ready. Ten years ago, people would've said that this is science fiction. But now, they're not asking if, but when. There's a perception that self-driving cars are coming and people are expecting them" (A Little Startup Called Cruise From The Socialcam, Twitch Founders is Tackleing Self-Driving Cars Too). With continued research and new products on the market, you can tell that large name brands are embracing the consumer's demand for automation.