I was just watching the Wimbledon and saw Mercedes-Benz's new TV ad for the E-class, which now comes with an Attention Assist System that reminds drowsy drivers of a much-needed coffee break.
This reminds me that nowadays when we purchase a car, instead of paying for the car and the manufacturer's marketing efforts (the branding), we are now paying for car + marketing + software.
Isn't this similar to computer purchases? Except that with computers we get to purchase the operating system separately.
And this is a wild, wild thought -- in 10 years, will we get to choose the OS for our cars? Why, and why not?
(Assuming hardware drivers are all compatible, and the insurance industry figures out a way to factor car software into calculating premiums)
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