Continental's current highly automated vehicle is designed to always have a driver monitoring the vehicle behind the wheel, unlike a completely automated vehicle.
Ideas range from selling data about vehicle movement patterns to traffic-or weather-monitoring companies or to insurers that want better data in exchange for lowering consumer rates.
Putting humans in a vehicle with millions of parts, atop thousands of pounds of explosives, and then operating it at high speeds while monitoring thousands of variables that rapidly change is hard stuff.