&gt; <i>Tesla is definitely pushing car engineering in some respects, but as far as I can tell the only thing new in this story is that the feature was added to the cars in a software update. Do you really think Audi would be #1 on Hacker News if they updated the 5 series over the air to stay in it&#x27;s lane automatically while on the highway?</i><p>If they played it the way Tesla did, they probably would. Recall that nobody buying Model S knew about those capabilities up until the moment Tesla announced, &quot;by the way, at some point we&#x27;ve started packing Model S with sensors; if you&#x27;ve bought recently then you have self-driving capabilities that we&#x27;ll enable soon with a software update&quot;. This came as a surprise for everyone.