I use the Auto-Steer, only when road is empty, is in a reasonably straight line and I am in the middle lane of at least 3 lane road. Otherwise I don't use it. It might also be fine to use it in stop and go on a divided highway because there is on way you will die at those speeds even if you are in an accident.
But sadly, some people trust the car automation with much more than what it is capable of. This leads to accidents like these. And I would blame Tesla here. Tesla has clearly been misleading in marketing this feature. Not everyone is very savvy and they sometimes take what a company says at face value. I have really smart friends who have seen the AutoPilot link [https://www.tesla.com/autopilot] and think that Tesla already have these advanced features.
In the end Tesla is just slightly more advanced than autonomous features of other manufacturers. However, Tesla claims to be much more advanced than others. Because it claims a lot more credit than it deserves, it's only fair that they also face criticism proportionately when the system fails.
Normally, I am against unnecessary regulation. However in this case, I think it is important to bring regulations around consistent messaging and 3rd party rating for autonomous features from all manufactures. We can't have "Move fast and break things" kill people. It's not the same thing as a social app losing a few posts.
Tesla should rename it's feature to "Drive Assist+" whatever, because that is all it is.
On an ending note - I feel sad that the deceased continued to use Autopilot at this spot, when it was known to them that is has failed at the same spot multiple times. If someone well educated, tech savvy and already aware of the problem can fall for this, I worry that a lot more people might do worse.