It is perfectly clear that this is a story of safety margines adhered to in an admirably strict fashion; not allowing short term thinking rule over long term; and certainly not allowing marketing rule over engineering. This is how you move mountains.
Perfectly clear that PR best practices were adhered to in an admirably strict fashion - show beautiful pictures of apparent success on live video, bury the part where the satellite burns up until after hours on a Friday!
To build credibility you have to admit failure. You can't just omit the bad news while focusing on the good news. You can't allow rumor and speculation to be your spokesperson. There's no way around the fact that an engine failure led to the failure of their secondary mission. Test platform or not, fully insured or not, an expensive piece of hardware became a shooting star. Someone didn't get what they paid for.
How it was handled was seriously amateurish. It made me cringe because I really want to see SpaceX (and Musk) succeed. Shit happens, but how you respond to that as an organization defines you for better or worse.