"One of the biggest hurdles with self-driving cars is getting the individual in the vehicle for the first time," said Grayson Brulte, an autonomous vehicle expert and consultant. "And the problem here is when consumers see a story about this, it's not going to say Alphabet sues Uber, it's going to say Alphabet sues Uber over self-driving car tech. Then consumers will go down a rabbit hole: Are Uber's cars not safe? What do they not have that they have to steal?