Ok, so your drinking your coffee and its nice and toasty in the togo cup on your way to work  but then it happens...  traffic.  You don't want to drink it too quickly, because inevitably you will have to pee.  So what are you going to do.  Turn on your hot or cold cup holder, the wave of the future.  Keeps your icy beverages nice and chilly on a hot summer day and keeps your hot cocoa oh so toasty yummy in the middle of winter.  It might not be the coolest idea ever to hit the auto industry, but hey wouldnt you love it?