Autopilot is just poor quality. Period. If it can't even try to avoid a deer like this, it's bad software (and hardware). What should Tesla do? Make better software and hardware, and not let people pay for it and use it until it is good. This isn't early access to a Steam game but that's how Musk seems to treat it. But then again he has stock and reputation making it a one way road; there's no going back now.

That leaves it to consumers and regulators. As consumers we can stop getting caught up in Musk's persona, and stop buying a dangerous product. And regulators should start doing their job for the first time in many years.