Samsung’s recall of Galaxy Note 7 smartphones over reports that dozens caught fire might have a lasting impact on the company’s image.

Or not, depending on which analyst you ask.

“What more can a vendor do than a complete recall?” asked Patrick Moorhead, an analyst at Moor Insights & Research. “This is exactly what Samsung did. All I’d say is that that they could have sent out the ‘power down’ message a few days earlier and maybe sent that through the carrier text network like a weather alert.”

In fact, Samsung issued a global recall of Note 7s on Sept. 2. From the start, however, there was confusion about whether that recall meant users should immediately stop using the smartphones or charging them, since the fires were traced to problems with lithium ion batteries. About 2.5 million Note 7s were reportedly sold at the time of the Samsung recall, with 35 initial reports of fires.

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