"This stuff is not ready for prime time. It's a bit of a parlor trick right now," says SACs' Jason Friedberg. "I think it's going to blow up in people's faces and their reputations are going to get damaged by it, because remember when they were following Apple Maps or Google Maps so perfectly that it just had turned left and went into a cornfield? I think that we're in that phase where maybe we need to slow down and rethink this."