Oi.. London isn't the third world... oh... wait.. nvm
It's all quite useful but the real question is, is there that many deaths / accidents because of drowsiness?
I would think there are statistically higher causes of accidents, like driving without due care and attention or drunk driving.
The tech is good, provided it stops there. We don't need a slew of sensors monitoring our driving habits under the guise of promising lower insurance. Supposing you are in your vehicle and pull into a lay by to have a nap. Is this device going to report you for being asleep at the wheel?
What happens if and when the device malfunctions and you get reported for being asleep at the wheel while speeding down a freeway? How would you fight the hike in insurance? Would you even know or be informed by the insurance company why your insurance premium has spiked?
Save the whales. Collect the whole set.