It is obvious that motorists will have preferences about the surroundings of their drive. Some may not like driving along in the rain, while others may not like travelling through urban areas. So I could make money by offering to drivers the option of different scenery. If you wanted the feeling of driving through the Australian Outback when you were really on the M1 then that choice would be available. Another new service I would consider offering would be changing the conditions of the drive.
Nobody relishes having to drive in adverse weather conditions.
So if I could offer a service that prevents them from having to, it should prove profitable. As part of my road user package I would give some consideration to the aesthetic appeal of roads, perhaps changing the colour of the roads themselves. How much more enjoyable it would be if the road was decked out in pleasing, bright colours. I am sure Rastafarians would want three lane roads to be red, yellow and green. In Northern Ireland I expect that roads in Protestant areas would be red, white and blue, while in Catholic areas green, white and gold.