>>I clicked on a banner ad for the new Dodge Avenger because I couldn't believe what they considered the most important feature of their new vehicle:
>>
>>http://www.dodge.com/en/avenger/features/interior.html?feature=cool_ideas
>
>Almost a year ago, when I was in the market for a new vehicle, I saw the Dodge Caliber and it already had that feature.

It's sad that with a minimum of thought one can predict one result of this "cool idea":

- With "regular" cupholders, coffee gets cold and pop gets warm so the driver is less likely to want to finish the drink after a while

- The "new and improved" cupholders mean that the driver is more likely to completely finish the beverage and/or take more and smaller sips because she doesn't have to finish it while it's hot/cold

- The act of reaching for a beverage and drinking is a driver distraction

- Therefore "New & Improved" cupholders increase driver distractions, which lead to increased injuries and deaths

The effect may be small, but multiply by literally millions of vehicles and it becomes real.