We study a model for freeway traffic which includes strong noise taking into account the fluctuations of individual driving behavior. The model shows emergent traffic jams with a self-similar appearance near the throughput maximum of the traffic. The lifetime distribution of these jams shows a short scaling regime, which gets considerably longer if one reduces the fluctuations when driving at maximum speed but leaves the fluctuations for slowing down or accelerating unchanged. The outflow from a traffic jam self-organizes into this state of maximum throughput.