> No car on the market offers a driving assist at this level (both lane tracking and distance keeping).

Yes they do. Mercedes, BMW, Audi and Volvo (and probably many others) offer this technology in their cars, and adding that option is much cheaper than $10k, comes fully integrated, and appears to offer the same benefits.

Meanwhile, this Cruise thing only works on Audi S4/A4, sits on the top of the car, costs more than the manufacturer charges for it, and doesn't appear to be better than that version.

It's really impressive to offer an after-market adaptive cruise-control system, kudos for that, but who is the customer here? Who would buy this thing?

If you have an Audi A4/S4 and $10k, why not trade to one that has the option installed?