Doing right by your customers is an important part of retaining them.
I am amazed how Samsung has responded to this. Think about all the recalls (and should-have-been recalls) of the past 30 years. They could have responded
It has come to our attention that a small minority of Note 7 phones (less than 0.001%) have resulted in smoking and short durations of flames when improperly charged. We would like to remind you to always use Samsung brand phone chargers plugged into an electrical socket that meets state and local building codes.
I can't think of a single company whose first response wouldn't have been a denial, followed by months of denials, federal investigations, and then a small fine. Most auto manufacturers have faced deadly design choices and it's not until the government twists their arm do they act.
So... did you ever wonder, do garbagemen take showers before they go to work?