I hadn't thought about it like this, but I think I want the grassroots version of the PR campaign. Society was finally able to rein in smoking when we collectively realized how dangerous secondhand smoke is. People who smoked indoors and exposed loved ones to an early death weren't bad people, but creating societal pressure to feel bad about doing that has saved a lot of lives.

You are more likely to kill someone driving your huge SUV than you are taking a Waymo. Driving your own car certainly doesn't make you a bad person, but I hope self-driving cars will be ubiquitous and safe in the future. When that happens, choosing to drive yourself will be a selfish act, just like exposing people to secondhand smoke is now.