The real issue with Tesla is that they marketed it as a self-driving feature when really they had developed cruise control plus. Lots of manufacturers have had cruise control and lane following with automatic braking for some time, but they didn't hype it the same way Tesla did. I don't think Tesla built a bad system, they just made it out to be more than it was, and given the circumstances I agree it was arguably reckless (it's hard to say how much they directly marketed it and how much was just hype from the public in general, as they obviously can't control users uploading videos of hands free driving on YouTube).

I do think the way they've handled the crashes lately though has been pretty poor - especially spinning bad statistics to justify what happened rather than admitting fault.