This person died because of Tesla's cocky marketing, which leads people to believe that "Auto Pilot" is just that and that does very little to discourage this interpretation even though it is life-threatening. In this context them blaming it on the accident victim is a 100% asshole move.

I am life-long Musk's fan, but Tesla trying their hardest to weasel out of any responsibility here is incredibly damaging to their reputation. The future will come, trying to accelerate its arrival at all costs is reckless.