Your mention of Zipcar in the context of Netflix is an astute point. Zipcar has a very nice and well-developed infrastructure that would be nearly ideal for the transition. The question is whether or not Zipcar is thinking that far ahead, and I do not know the answer.
Many people do not know that even though Netflix has only been streaming video for a few years, they were very actively building their business around that transition over a decade ago, pretty much from their inception. They built out all of the elements required to take advantage of that transition long before it was technologically viable. Even though their DVD by mail business was highly successful, it was in many ways seen merely as a strategic waypoint. I think Zipcar might be well-advised to take a similar view of their business model, being prepared to strategically cannibalize it when the market is ready for driverless cars.
Apropos the Wikipedia article, in what way is grey goo a “transhumanist theory”?
Grey goo scenarios are relatively straightforward extrapolations of mundane technological progress and complex system dynamics with analogues in real biological systems. Subscribing to transhumanism is not a prerequisite to thinking that grey goo is a plausible region of the technological development phase space.