USB-controlled car?

Funny way to control your car: Mazda's new concept hatchback, Sassou, ditches the traditional cylinder lock key system in favor of USB flash drives as explained here:

On the inside is a high-tech, interactive interior concept reflecting the lifestyle of young people. It uses a USB stick as a key and an interface port for programming the hard disc drive conceived for the concept.

Why do I blog this? it's an intriguing new way of 'authenticating' and controlling a car. The key is a way to memorize parameters/preferences of the vehicles.