The automotive ecosystem is an almost $2T marketplace which consists of a large number of integrated markets. Beyond the automotive OEMs, these include rental companies, auto financing, auto insurance, gas stations (energy), media (radio, billboard in particular), maintenance services, public sector infrastructure, and even emergency services. Autonomous capability has been touted as the disruptive change agent by the media and investors alike. However, autonomy has proven to be very difficult at a technological level. As "Measurable Safety, The Missing Ingredient To Demonstrating ADAS Value" discusses, even ADAS, the simpler poor cousin to advanced mobility systems, is not ready for prime time.