Today, ADAS systems have unclear operational design domains (ODDs) and unclear validation visibility. This is quite unusual in the normally hyper safety conscious automotive industry, but is tolerated because of the “crutch” of default driver liability. However, the result of this situation is actually counterproductive because customers do not know how to value ADAS products, and there is confusion on the human machine interface. This presentation will discuss the current state of affairs and argue that clearer ODD and measurable safety will actually allow OEMs to capture more value from consumers.