Car Play - What's it Mean for Marketing?

Before discussing what implications CarPlay will have on the marketing world, first get a better idea as to what CarPlay is (it's only a 40 second video):

Volvo touts this new feature as an improved driving experience, and I would agree that this would indeed enhance it. Most all of us are used to Apple's user interface, and would enjoy having the same apps and features that we already have on our phones. But what does this mean for the marketing world? Think analytics.

Oh, and what data they will have!
Given that Google has already figured out how to track virtually everything we do on our computers/mobile web devices, what information is left to take advantage of? What would be of interest to marketers? Perhaps what music we listen to and what we skip through, what news programs or podcasts we like to hear on the way to work, what routes we take to school, types of restaurants we Google Map on the way to lunch, how fast we drive.... all stuff that can be taken from a car app such as CarPlay.

Another Brand Interaction Point
What else does this mean for Apple? It means that perhaps one of the only places in which we are expected not to use our iPhones (even airplanes are now allowing cell phone use!) now has made it OK to do so. Voice commands and the familiar touch-screen interface have brought the iPhone to the car panel. The only place left to conquer is the doctor's office.

How will the Market React?
It sounds like Honda and Volvo are now offering CarPlay in new product lines, so what will other companies do? Will Toyota offer an Android-friendly platform? According to a recent Marketplace article I came across (http://www.marketplace.org/topics/business/not-quite-driverless-car-close), this phone-friendly feature is a "top selling point" for nearly 40% of car buyers; this means that most other car makers will likely follow suit with a similar feature. So, car companies can't ignore this feature that is in high demand from consumers, but what will they do about it? Will all car brands offer a Mac version and an Android version? Will we have to agree to terms & conditions about how our data will be shared/sold before starting the vehicle? Obviously that is sarcasm speaking, but it's worth asking yourself: as we become more connected, where in life can we just act without our actions being tracked and used for marketing purposes?  How far do we push the sacrifice of personal information for technological convenience?