I just bought a car that has keyless entry and push button start, so you never have to touch your keys. My wife was raving about this feature on the car she bought a few months back and I didn't think it was that valuable at the time. Here's the conversation this morning as she heads out:

Me, "You know that push button start is really cool. You were right."
Her, "Absolutely. Do you know how hard it is to find your keys in your purse every time you have to get in the car?"
Her, "Oh, well you do, but still...."