Are they? They seem to be growing fine.

Regardless, they are approaching it the right way. They start with a safe solution, even though it is expensive, then bring the cost down over the years as technology improves. The wrong way to do it is to start with a less expensive but unsafe tech then add a safety driver in every car. That approach is wrong both because the "tech" of the safety driver will never improve, and you'll kill a few people along the way, like Tesla.