Yes, this absolutely can be called "success".
"A trend is starting to be seen in the commercial rocket world where a failure is declared a success."
This is not a trend and it is not in the commercial rocket world only. It's the way it has always been and it is in every engineering discipline.
You build, you test (possibly (probably) to failure) while gathering data, you refine, you build again, you test (possibly (probably) to failure) while gathering data...repeat till the tests reach acceptable levels of performance. If you get good data from the test that advances your design, then the tests were a success. This is how engineering works.
The only difference here is that these companies are doing it out in the open, with the public watching, instead of on closed testing grounds or labs. The fact that many members of said public can't understand that the only measure of a test's success is whether or not it yields good data is neither here nor there.
There is nothing new, disingenuous, or unusual going on here. Suggestions to the contrary just make the suggester look ignorant.