Unfortunately, some news agencies are talking about this as a failure and that is simply a bad way to frame this. Sure it could have gone better but the rocket hit the target! That's a huge deal! This is something no one has ever done before! Bringing down a rocket with the level of accuracy needed to hit the target is a huge step forward. All companies that are developing something new have partial successes like this. Usually they're hidden away from view but SpaceX doesn't have that option since launching stuff into space is kinda high profile. So we get to see the failures along with the successes and that makes the whole thing far more exciting.
Its important to remember that the failure in this particular case is something that SpaceX can do. They have successfully landed rockets vertically, both in test launches with the grasshopper and in water landings. There was an issue in integrating the targeting of a landing pad with the vertical landing. That gives a lot of hope for future landing attempts.
SpaceX's RUD (rapid unscheduled disassembly), as Musk so eloquently put it, is a spectacular sight and a reminder that no great endeavor goes perfectly. You just have to keep moving foward.
Here's a CNN video on the landing, they do a great job of talking about the attempt.