Though the sneak peek at the new gadgetry and the evolution of on-board systems was quite impressive, there's a bit of backlash building on privacy issues.
As more mobile devices connect to cars, and Google's Open Automototive Alliance and GM's OnStar system evolve, hyper-local marketing could take off. It's a gray area with few legal precedents, note privacy advocates.
A Ford exec probably got a little too fired up at CES earlier this week with this comment: "We know everyone who breaks the law, we know when you're doing it. We have GPS in your car, so we know what you're doing."