I saw a bunch of these and wondered what's going on. That's before I bought my Model S.
Then, after I took delivery of my Model S, I experienced Step 1 and Step 2 of the event myself, and realized what's going on probably in some of these cases.
On an old fasioned PRNDL (such as on a Chevy steering wheel automatic transmission lever, or a Ford Ranchero), first, you pull it clockwise (using your right hand), and that moves it from Park to Reverse. Then, you steadily apply accelerator to move backwards. That's as far as I got before I realized my error immediately and hit BRAKE. (For, you see, in the Tesla, turning the same PRND stalk clockwise does the opposite action, and instead of putting it into Reverse, it puts it into Drive! (!!!!).) But, from there, I can see where additional errors would happen by the driver-car interface mimicking the older standards that don't match the Tesla: for instance, a driver could think "oh, it lurched forward a bit, probably when some parking brake or transmission or motor thing jiggled loose and the car rolled down a small pothole or embankment, so I have to apply a bit more steady pressure on the accelerator to get it backwards over that hump ...", applying more acceleration. Then, the car is actually hitting a hump FORWARD, that it finally overcomes, and lurches into its flying Tesla causing injuries and damage mode that so many people are complaining about.
I reach for the shift stalk in the middle of the console every day. When I first got the car, I was reaching for an F, R, D, or P button on the dash. Neither had anything. Instead, where the windshield wiper is on most cars, is the shifter for the Tesla (I can't even memorize what order it is in right now). Personally, I'd rather Tesla turn that into the windshield wiper stalk, and put the PRDN or whatever on the big screen. That would be safer, more intuitive, and faster for the drivers.
This is a user interface issue.
Did the drivers improperly control the car? Yes. Did the car present confusing controls that are apt to be incorrectly applied because they are opposite to existing standards? Emphatically yes.
Tesla designers should spend more time in other luxury vehicles, such as a fully loaded 2017 Cadillac Escalade, and a fully loaded 2017 Mercedes S65, with all options in both cases, and others like a fully loaded Ford Expedition. Then, they can get a sense of what most people are used to these days, and stop trying to be cute and say "oh driver error! Our lawyers are awesome! Butts to you!"