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He owns the company. Do you think the media will blame Segway for his death?

Certainly not his family.

Quite unfortunate.

"Segway company owner killed by own Segway" is virtually irresistible as a media narrative.

If he drove his car off a cliff and died, would the headline be "Porche killed Segway owner"?

It might. Rogue SUVs kill people all the time (cf. "SUV hits, kills Md. Green Party Senate candidate," http://www.google.com/hostednews/ap/article/ALeqM5h8FiQb29HT...)

No, they don't. People driving them kill people.

If the owner of the Porche company drove his Porche off a cliff then yes, I imagine the same sort of thing would happen.