Lithium Ion batteries are a very new technology relative to gasoline, propane, electrical sockets, matches, etc. and can be expected to continue evolving and improving rapidly in the near future.
So I wouldn't be surprised if the batteries eventually become considerably safer, overall, than other long-standing common causes of fires, and we'll develop better means of quenching them. But at present, batteries are getting a bad name because they're new, notorious, people carry them around or ride around with them, and the fires they cause are nearly impossible to put out.
Ultimately, though, the "news" about battery fires is all about the webpage clicks. Petroleum-based fires are ho-hum news, electrical outlet fires even more so. But battery fires draw eyeballs to pages, and it'll be a while before that slows down.
Very well stated.