But they need to be honest with themselves - in the public's mindshare these are 'self-driving' vehicles, and there's no doubt that Tesla has benefited from the idea that Tesla cars have this technology and the corresponding image of their cars being a new generation of vehicle.
It isn't helped (or it is, depending on your perspective) by naming the system 'auto-pilot', which implies to the lay person an automatic system.
Really this isn't much more than lane-assist, adaptive cruise control and emergency braking, terms which do not imply you can delegate control to a computer.