Are Product Recalls Fair?

Very recently, there has been an influx in products being recalled.  In the case of a product that is unsafe, I think we can all agree that yes, it should be recalled, to protect consumers from harm.  But what about situations where a product is used incorrectly,causing harm to a consumer.  Is it fair to that company to have to incur the expense and bad publicity of recalling a safe ( if used correctly, according to included instructions) product?