Your point that Toyota is too big may also play a role. Toyota does make pretty good cars -- that is why Toyota is what it is now. But that does not give Toyota the right to ignore the safety or the willingness to solve problems of its product. This is the key. This Toyota "culture" need to be corrected.
Toyota's arrogance has been cultivated by its customers as well -- many many of those customers are, in essence, "suckers". Whatever Toyota makes and charges, the suckers will just take it, no questions asked. Just look at the posts here. Even today they will go out and buy the same car -- if Toyota promised them to give them 5 free car washes. They really enjoy this.