Earlier quoted context omitted.
Exactly why. They're gently poking fun that Tesla vehicles are extremely safe, especially compared to fires - and then sticking it to critics further by actually announcing improvements to further reduce the already very low numbers of fire and further increase the already highest rating ever for a safety check for a vehicle. Well done Tesla and Elon.
And yet, I can't help but feel they're being very, very defensive over it. I can't blame them, of course, given how something trivial like a car fire (trivial given the average frequency of them) is turned into a national news event. At the same time, Tesla's attention to quality and perfection and what-have-you will end up in them being heavily scrutinised. It's not that different from Apple in that respect; random…
According to statements from the company, the media coverage after the fires last year caused a sharp decline in the rate of Model S reservations. It has since recovered, but after these events Tesla started viewing poor public perception as an existential threat. The reasoning is that new and unfamiliar technology (battery propulsion) is scrutinized very, very closely and held to a much higher standard than the status quo. This is evident from the ridiculous headlines every time a Model S is involved in a fire. (Garage fires, house fires from unrelated accidents and the two floorpan fires + the high-speed crash referenced in the article). Poor public perception equals lower sales to an already skeptical public, and perhaps the second demise of the electric car.
A different strategy than the one Tesla is pursuing, would be to not change anything and just repeat the (correct) message that their electric cars are statistically much less likely to catch fire than a gasoline automobile. But this leaves them wide-open to PR attacks from skeptics and the established auto industry the next time an inevitable fire occurs. It's already been firmly established that there is a big PR machinery which will jump on any opportunity to call Tesla's technology into question - and there will be plenty of competition from the incumbent manufacturers. They're playing it safe.
(Tl;dr: Yes.)