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They are marketing vehicles. Hey look you got the lucky free ride in a driverless uber. The driver pitches the rider about how safe and awesome the tech is with one foot firmly on the brake. I can't wait for the viral videos of these things failing to start appearing online.Because the cost to own and maintain a car is $$$ for those who do not drive everyday -- also great for those who can only afford one car and the days when it makes sense for one party to uber then wasting time
That said, humans aren't so quick to jump into a driverless car, thus the test rides. I still predict an uphill climb unless something crazy PR pos happens