During Audi's elaborate introduction of its new (Level 3 autonomous) A8 in Barcelona, it also talked about the 25th Hour, a research project it says will "define the premium mobility of the future." Simply put, now that you're not driving, what do you do in an autonomous car? The automaker teamed up with the Fraunhofer Society to build a "driving" (it's actually more just sitting) simulator to conduct tests on subjects to see how they react to different stimuli. The simulation recreated the feeling of riding in a car while it drives through city streets at night using large projections on the wall while displaying information on the "windows" of the vehicle. The researchers then studied the brain activity of 30 millennial subjects from Hamburg, San Francisco and Tokyo as they were shown ads and social media updates and asked to perform random tasks.