Cruise had lane following and smart cruise control, which everybody in the industry has and can be bought as an option on many high-end cars right now. They hyped this heavily and GM bought it.
That was surprising, because GM had a good self-driving effort with CMU, and had progressed to driving in Washington DC traffic autonomously.[1] That was way ahead of Cruise, and working in 2013. Then, somehow, GM totally blew it and lost that project, with the people going elsewhere.
Every Toyota comes equipped with lane following and smart cruise control. They call it Toyota Safety Sense, and even the lowest priced, $18k Corolla has it.