Background noise? At an average of $1 million per fatal insurance payout, that's $8 billion for the fatals, and I'm sure at least double that for all the injuries (that we all pay through higher rates). Not to mention the absolute misery for the families who lose loved ones in an instant because of a drunk driver.
I applaud these efforts. Sad that the same sort of people who opposed seat belts, opposed airbags, opposed anti-lock brakes even, have to come out against this technology, which I see as an active safety feature to prevent someone side-swiping me (or my kids) out of nowhere.
I predict that once it is introduced there will be a lot of sound and fury, but after a few years, it will be a feature that people actually look for in a new car purchase (if you have kids or ever loan your car to anyone, it would be nice to know it won't start if the person is over the limit).