Yes, it's embarrassing, and they're lucky no one was hurt.
But since no one WAS it, and it's just property damage, that's what insurance companies are for.
The insurance company will probably crack down a bit, but they probably need a bit of that.
I think this counts as a larger accident. The one you link involved a "handful" of broken windows. This is a similar amount of property damage but came much closer to actually killing someone.
This isn't even their first, or largest accident- http://www.kcra.com/r/19016582/detail.html
Yes, it's embarrassing, and they're lucky no one was hurt. But since no one WAS it, and it's just property damage, that's what insurance companies are for.
The insurance company will probably crack down a bit, but they probably need a bit of that.