Well, they are. Lane departure warnings, auto braking, self parking are all incremental automation/assistive technologies that have been rolling out slowly and will continue to.
Advertising stuff now is a kind of marketing aimed at hiring and in building enthusiasm for a company like GM that as seen as a has been (not picking on GM, they are simply the topic of this article!).
I think your real question is, "why aren't I seeing these features on current model year cars?" It's about the structure of the car industry. For example, when I worked with <car company X> on brake-by-wire in 1996 it was for the 2004 model year. They had a team with functional steer by wire -- I still haven't seen it in production! This is a combination of historical industry practice, a focus on safety, and regulatory constraints. A mixture of good and bad.