1. This is a looooong term bet, so you need revenue NOW to sustain your company until you get to full self driving.
2. The self driving car should be a practical product, to be purchased and operated by actual common people who drive cars today. So you need to avoid $10k LIDAR spinners on top of the car.
3. Self driving is not going to be a binary thing. It will be a gradual increasing capability. You need to let people use it in every intermediate stage and feed telemetry back to you so you can incorporate it in your development.
4. Self driving cannot rely on extremely detailed mapping of all public roads that exist on the planet. The system will have to be smart enough to figure out what to do, without specialised external help.
If you don't follow these, be ready for a long haul (10-20 years) without any revenue, because that's what it is going to take. And google does not seem to be the long-haul type of operation that this needs, judging from https://killedbygoogle.com/.