Lesson for startups here: There are tons of devices/apps that do exactly what this does already. What's the difference? Automatic has great design, snappy domain name, and most importantly mass market positioning. These had traditionally been targeted towards gear heads, but Automatic smartly positioned it to be something mass market (gas mileage, etc...)
Automatic seems to be mostly aimed at consumers who wish to have statistics more than to perform optimizations or do diagnosis, but here are a couple that are fairly common in the aftermarket:
Personally, as someone who regularly changes drivetrain, tires sizes, gearing, etc. on vehicles, I'll stick with things like VIVID which do work pretty well for the most part. I can see a market for people who just want an easy app that tells them statistics and such (but those do already exist, just not as easy for the average user since they've been the domain of tuners for a while).
It depends what you're after. Most sports cars are programmable to tweak different things about the engine and transmission. Some companies that sell handheld devices that read, record, and write data are: SCT, AccessPORT, and Diablo.
