They have been doing a series of incremental steps and press releases over the last several months. They started the early rider program in April. Recently they have been ramping up the press and public information program. They released a large 'safety report'. They have been working on self-driving education programs with organizations like MADD and NSC. They even put up billboards in Phoenix related to self-driving safety/education. They also did a big press event just recently inviting like 40 major media outlets including NY Times, WSJ etc. to their test track to give journalists rides and announce they would be launching soon.

Surprised you haven't heard about this stuff. They have been working pretty hard to publicize and market it.