You choose to activate that mode, while I understand your sentiment and do agree, it’s not as cut and dry as ‘company liable’ or ‘driver liable’, both can be at fault. Taking blame off drivers entirely could make people even less attentive and the safety of lives is more important than some fines to a car manufacturer. The real problem is that mode being allowed to exist at all. It’s clearly not ready for use on public roads and companies are just abusing advertising to try and pin their ‘autopilot’ as something it isn’t.

Also note: Some manufacturers (Volvo & Mercedes, that I know of) have already said they will claim full responsibility for their cars in self-driving mode.