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About ten years ago a friend of mine was working in a GM call center when they were having cars start on fire, enough of them started on fire that they had a retraining at the call center telling them not to refer to the fire as a fire, but to refer to it as a thermal event because GM didn't want to be known as a company who's cars just burst in to flames!
At least with the Tesla's they are hitting stuff before starting on fire.
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