There's a difference between someone crashing their own Volvo, and someone sitting in the backseat of a Waymo that misinterprets the lane markers and crashes into a barrier. One is not news, one is front page news.
I guarantee the first Waymo death is going to be publicized everywhere. It doesn't need to be a trend, and as I said, it doesn't mean the cars are more dangerous than human drivers. However, it's going to be news. There are going to be all sorts of moral debates when an algorithm decides to drive over a child instead of turning into an oncoming car. People will want answers. How does Waymo rank the value of different lives? I imagine it'll be news for the next decade until there are thousands of deaths and it becomes normal.
It's an industry that's going to be full of "firsts" and that's going to be the news. Waymo drives over dog while auto-piloting to a parking lot. Waymo mistakes grocery cart for stroller and swerves into elderly man. Waymo kills cyclist when poor weather disrupts censors. It doesn't matter if they ship something safe. Get enough cars on the road and these things will happen and people will be talking about it.