Bosch has developed a digital camera based system which reads traffic signs as you pass them. The system could be used to inform the driver when he was driving too slowly, for example, or to speed up in the areas of deer crossings.
The theory here is that the faster you are driving, the less likely you are to hit a deer, since in the deer's frame of reference, as your speed approaches the speed of light, you become shorter. If you don't believe me, you only need to go here and read up.
Seriously, though, this is a very cool gadget, which combined with a lane detection system (same hardware, probably, but more complicated algorithm) gets us one step closer to robot drivers. In the shorter term, it will be one more piece of high tech hardware, which will justify the price tag on the future round of luxury cars.