Pretty much. If the car is choosing between the occupant and ten school kids on the sidewalk, it better choose the occupant because presumably thats who paid for it. Noone will buy self driving cars unless they take the occupants' safety as the highest priority.
I agree. Maybe self driving cars are further off into the future than we think. Society as of late seemingly likes to place shame and blame upon those with "deep pockets." If the car in this hypothetical killed the driver, the car company has one lawsuit and lost customers. If the car kills the ten school children, 12-lawsuits and the loss of customers.