It's a great brand for a L4 - L5 system, not for Tesla's realistic capabilities as a L2 (1) - it sets a dangerous precedent in the consumer's mind.
Their tepid response to this incident outlining that the driver was not fully engaged so Tesla is not at fault, is EXACTLY how the system is used by the average consumer due to the way it's branded and marketed.
(1) https://www.caranddriver.com/features/path-to-autonomy-self-...