What I think they fail to address, especially in this case, is that the autopilot did something a human driver who was paying attention would never do. Autopilot does a great job of saving people from things even a wary driver would miss, much less a negligent one, but the fatal accidents that occur in statistics are not from people who are fully watching the road missing the fact that there's a concrete barrier with yellow safety markings directly in their path, and hitting it head on for no good reason (e.g. evasive action because of another driver, etc, oh a stupid last-minute "oh crap that's my exit").
I want autopilot to succeed, and I want Tesla (and Musk) to succeed, and for the sake of their public image they have to realize that this isn't an average accident statistic, a lapse in attention or evasive maneuvering. It's a car that seemingly plowed right into a concrete barrier while still under complete control. That's not a mistake a healthy human will make.