Well, it's not like this just happened by magic and Samsung's innocent here. It screwed up the manufacturing. The defect allows the plus and minus terminals to contact one another, causing a short circuit.
BTW, some people seem to have a view that if it hasn't exploded yet it won't ever. That may be true, but it may not be and there may be no way to tell. It has been pointed out that the phones did not explode immediately, but that as usage increased and charging kept getting done (and I recall some mentioning charging overnight or leaving it on a charger long after it was at full and stuff like that that many of us do) they were susceptible to wearing down and exposing the defect, if I can put it in a non-technie way.
I'd say it is a big deal, period. But just from a reputation point of view, every time someone walks onto a plane, they are going to hear an announcement about it. That is big-time marketing fail. Those who suggest the Note 7 should disappear and Samsung should get on with the 8 are right on the money. This phone is never going to recover and as long as it is out there, it is going to create confusion and bad marketing for Samsung, apart from whatever fires occur. The ripples will be endless, btw. Do you count on reselling your phone? Wonder what the aftermarket will be for a Note 7, recalled or fixed...
Gosh, the media is always such a great whipping boy. The media is not perfect and some stories might be wrong because "the media" consists of thousands of people and is not actually a monolith. But the media didn't make this up, did they?
Here's what Samsung's website says:
"Samsung has announced a voluntary recall and exchange program on certain Galaxy Note7 devices in cooperation with the U.S. Consumer Product Safety Commission (CPSC). The affected devices were sold in the U.S. before September 15, 2016. Since the affected devices can overheat and pose a safety risk, if you own a Galaxy Note7, it is extremely important to stop using your device, power it down and immediately exchange it using our U.S. Note7 Exchange Program. "
I'll tell you one thing that I suspect comes out of this and similar incidents. I bet in ten years, lith-ion batteries are history. They are too finicky, too susceptible to problems. People are already investigating alternatives.