There has been a recent shift in the AV industry to try to avoid the term "self-driving" because it is deemed misleading. The problem is that "self-driving" is too often used to describe all kinds of different systems, from advanced driver assist to actual autonomy. It can be confusing to the general public. It's not just Tesla, there have been other companies that used "self-driving" to describe their ADAS in an ad. There have also been journalists who used "self-driving" inappropriately.