Autopilot should not be accessible to drivers until their driving habits have been assessed and baselined. If autopilot is known to drive more safely than the individual human driver in environments X, Y, and Z then it should be made available in those environments, if not encouraged. That might not make an easy sell since a major value prop is inaccessible to many of the people who really want to use it, but it's the most reasonable, safest path.
I also imagine that cars will learn from both human and each others' driving patterns over time, which (under effective guidance) should enable an enormous improvement in a relatively short period of time.
Ideally Tesla's marketing would say it's safer than drunk, sleepy, and reckless drivers, though it might not sell as many Autopilots.