I was one of the adamant supporters of the term "autopilot" when so many called that wording dangerous. I believed, and still do, that autopilot correctly conveyed what the system was capable of. Many people however blamed Tesla in previous crashed because they thought autopilot made it sound like self driving when it wasn't.
Yet now that Tesla is actually calling it "full self driving", all those criticisms seem to have vanished, despite the fact that Tesla had not released a vehicle capable of driving itself, and crucially, Tesla have even admitted that the current generation of vehicles on the road will NEVER be capable of driving themselves without an attentive human driver behind the wheel.
Tesla's marketing department owns these deaths. If the people in the car didn't think it could drive itself, they never would have been in a moving vehicle with nobody at the wheel.