Think of the gizmo-laden four-door as an automotive calling card; a way for a luxury brand to tell the world "this is us at our best."
That's particularly important for new entrants—build a car that can rival a Mercedes-Benz S-Class and the respect will follow.
It's a strategy that Lexus used to great effect at the end of the last century, so it's not surprising that Genesis—which was spun out from Hyundai in 2015—is trying the same.
And at $70,000 fully loaded, it's an awful lot cheaper than those Germanic rivals.
(This is Hyundai's own design, not the almost ubiquitous ZF 8HP.)
It's also not a speed demon, although we note that the same engine is used in the new Kia Stinger, which almost certainly is.