Or maybe people will now have an incentive to drive more safely if they know it will save them money
It will be interesting to see how this develops. Will they begin selling this data? I imagine it's valuable for rental car agencies, ride-share apps, etc etc.
Selling access to the data in some fashion (think how Google, FB, etc allow advertisers to buy access to a certain user to shoaw ads) as a recurring business model is probably more profitable