You can always override cruise control by stomping hard on the brake (like to avoid an imminent crash). That's how it's always worked and you've gotten used to this, and done it on occasion when warranted.
Now imagine that the next generation of adaptive cruise-control/"auto-pilot"/whatever comes out, and stomping on the brakes no longer does anything. You have to first disable the cruise control by pressing a button on the steering wheel, and only then will inputs to the brake pedal do anything.
And then you don't tell drivers about this change.
You can totally see how, right in the lead-up to a fatal accident, a driver is going to be focused solely on stomping on that brake pedal in increasing panic, wondering right up to the moment of death why that's not doing anything. They won't consider the cruise control off button because it's not their most immediate need (braking is), and they've never needed to use it before.