At the moment, Tesla has the best commercialized self-driving technology in Autopilot, but it really only works optimally on highways.
Newer arrivals, such as Cadillac's Super Cruise, are designed primarily for highway use. Through its acquisition of Cruise Automation, Caddy's parent General Motors is rolling out a fleet of self-driving Chevy Bolt EVs, but they're likely to be used in a "geo-fenced" urban setting.
We've had cruise control for decades in cars, and "adaptive" cruise control for about ten years (cruise control that uses sensors to vary speed based on traffic). If people use it at all, they use it on the freeway. And a lot of drivers don't bother because traffic compels then to switch cruise control on and off.
Self-driving cars could be OK for stop-and-go traffic and highway cruising, but the big question is whether limited use cases will discourage drivers from taking the plunge on the tech.
Many auto-industry folks think that fleet applications for self-driving tech make the most sense, but we won't know if the economics are better than old models (taxis, car services) until we see some numbers.