I'd like it on my next car, because I do occasionally have to push through that mid-afternoon, monotonous hwy drive where um....my alertness may not be "optimum" for about 15-20min.

Believe it or not, it is hard to do for more than a minute or so at a time. Maybe that is why it keeps me awake.

IMO systems like these are solutions looking for problems...

BMW offers it to keep up with MB. MB offers it to market hugely profitable cars to rich, fearful people.