So how is this different from say the Ford Pinto exploding gas tank or the Ford SUV/Firestone tire rollovers? Secretive corporate automaker culture hardly seems limited to Toyota.
Furthermore there's an angle on the story: Toyota's reputation is build on reliability. I can't speak for the Pinto, but I don't recall Ford's SUV having that reputation. With sentiments currently against big business, suggestions of deceit are juicy linkbait.
Beyond that, some speak of Toyota's timeliness in issuing an apology. The Asashi, 2nd leading Japanese national newspaper, accuses them of apologizing too late. I personally wouldn't know how much weight that holds, but I find it interesting.
Car companies' risk management departments decide to do a recall when the cost of doing one is cheaper than not doing one. End of story.