CNN picked up on this story and it's easy to see how manufacturers will use their increasingly sophisticated driver aids to market their vehicles in away that will appeal to their core market and directly threaten competitors who lag behind with their own technologies.
Volvo has made a shocking pledge: By 2020, no one will be killed or seriously injured in a new Volvo car or SUV. There is one big caveat. If someone really wants to hurt themselves, or is just really, really stupid... well, Volvo can't do anything about that. But, assuming you're not a suicidal maniac or a total idiot, in four years, you'll be safer driving a new Volvo than you are climbing a ladder to screw in a light bulb.