While the self driving car is still a few years away, Cruise is the auto-pilot technology for your car and by now (I believe) it should be on sale. Invented by Kyle Vogt + team, Cruise got to market quickly because it falls under the same regulation as cruise control that is already in many cars.
Several big guns - from Nissan and Toyota, to Mercedes-Benz and GM, and to Google of course - have been investing a lot of R&D into the self driving car. But Vogt slid in with a more modest, quick-to-market invention.
Cruise is proof-positive that innovation doesn't have to be a complex, mold-breaking technology!