Who names the driverless car?

Picture the near future, which is closer than it looks. You open an app and a car arrives with no driver and a non-useful steering wheel. The ride to the airport that costs $70 today will cost $20. Before long, you may not own a car at all. And with that, the brand of the car sent to pick you up will mean almost nothing. You did not buy the car. You summoned a service. So what, exactly, are you choosing? That is the question the entire driverless industry needs to answer. How do you build a b...