That is the situation with Tesla, not true for everyone. Waymo has made a decision to proceed directly to Level 5, not L2, then L3, then L4. They are the technology leader right now. Just because you are aiming at Level 5 and nothing short of that, doesn't mean you can't have trained safety drivers and field tests. It does mean however that you are not selling Level 3 or Level 4 cars to the public for untrained drivers to endanger themselves and others.
Technically speaking Everybody & their Brother has been Advertising TACC & Lane Keep Assist... so it seems par for the industry