[mft_]

I think you're bang on - but it needn't be limited to driverless cars.

Honestly, I'm surprised it's not something that Google have already built heavily into Maps. People often search for what they want (e.g. burger, pizza) - this would be an obvious time to offer deals or discounts to drive customers to particular businesses. You then expand to compete with particular retailers - someone searches for Nike specifically, they get offers from the nearby Adidas store.

This is not really any different to what happens with Google searches, where advertisers can buy keywords related to their competitors.