Looking at the Cirrus website, I think it's wonderfully targeted at a completely different market than myself. Having been upside down in the back seat of one because I was the smallest person in the shop, and therefore the most likely to be able to access things under the front seat from the back seat, I can also say they're definitely not designed to be owner-maintained, but are very nicely, ergonomically laid out for the pilot and the nonflying passengers, even in the back. They're Bentleys, not king-cab pickup trucks.
And like the high-performance luxury car, they're not marketing to people who want specs and performance, they're marketing to people who want cool and go fast and happy wife and status symbol. As for their much-vaunted parachute system, yes, it's over-hyped... but we're talking about selling an expensive luxury to a non-flying public and that person's spouse, who has likely been raised on only what they know in the media - the same kind of people that think guns kill people, not the criminals wielding them, so trigger locks will prevent deaths. The BRS becomes a talisman against the unknown and scary bad spirits that make small airplanes always crash in the news and in the movies, and makes the ignorant and fearful spouse buy the idea "but these airplanes are different and safe because they have BRS!"
People are people, and they're strange and a little illogical, no matter how civilized they think they are. Great marketing therefore is always slightly illogical, because it's trying to alter which way you jump before you think, and let you rationalize your purchasing decision after the gut decision has been made.
Are they the new doctor-killer? Well, if they manage to bring in a lot of people new to aviation, then you'll have the inevitable result of new pilots with little skill and little judgement in a high-performance airplane - just like sixteen year olds in a high-performance car, but without the growth-spurt clumsiness. Some will mess up and recover, and get wiser, some will never push the boundaries enough to mess up that badly, some will seek out training and become great sticks, and some will die.
If we think hard enough, we can all come up with somebody's son or daughter that failed to live long enough to graduate, because they were driving over a thousand pounds of steel and fiberglass that can go up to 80-120mph, and they made one fatal mistake. No amount of regulation - short of, as MTV noted, taking all pilots out - will ever cure the accident rate. I'd rather we have the freedom to live and die on the road and in the sky than to be stifled by well-meaning regulations and smothering committee-approved safety.