I for one absolutely love driving; it's the traffic-filled commutes to and from the office every day that I resent. If I could optionally automate the driving for times when I don't want to be driving, ie, in highway traffic jams, on long road trips, or when I'm tired, then I would gladly pay extra for the option.
Also, I have to add that this is the kind of research that I love that Google is doing. I might not love everything they do, but I don't think there are more than a handful of corporations actually pushing things forward with far-out, jump-into-the-deep-end projects the way they are.
Apart from the risk of someone actually falling asleep while the car is on auto-pilot, anything that reduces one's alertness over the duration of a drive makes this technology more dangerous (which is not to categorise it as dangerous).
The road recognition features would deal with simple cases like drifting out of lane but not so much in built-up areas or around unpredictable drivers. I think a big part of safe driving is adapting to accommodate the behaviour of other road users. Hopefully some tech will be developed in this area such as recognising inappropriate signalling, drifting out of lane, tailgating (ahead) etc.
Then they could partner with FedEx, UPS, or DHL.
Then car manufactures can put in optional parental override, but a better marketing name would be computer assist. Especially for old people, they wouldn't get computer override, they'd have computer assist.
And a few years after that, when the statistic are in and computer driven cars are much, much, much less likely to kill anyone then human driven cars. Even after you discount drivers under the influence. Then we'll see political pressure to have computer "assistance" in every car.
The first uses will probably involve traffic between large distribution centers located out in the suburbs/exurbs. To begin with, the trucks could park themselves at a staging area out on the tarmac, and a human driver could go out and bring the truck to the loading dock. The USPS, UPS, and Fedex could be the first big customers along with Walmart.