Backing up made easy

Sure seems like a total gimmick to me! It looks like you still need to figure out where you want the trailer to go and how to guide it there yourself. However, instead of using the fine control of the steering wheel to guide your trailer, you're going to move your hand down to a coarse control rotary knob where very little movement equals a wildly spinning steering wheel? Exactly how does this thing help? No thank you Ford.