Are You Part of the Digital Aristocracy?

What if a driverless car with a passenger comes upon two children that run in front chasing a ball? Should the car swerve off the side of a cliff to save the children?

This is a problem an algorithm written by a human for a self-driving car has to decide. On the other hand, who is going to buy a car that could possibly choose to kill them? Who gets to decide the ethical value programmed into…