Startled a lot of people, apparently. I watched the first part of the live webcast.
Fun fact: Brazil used to generate a lot of UFO reports, mysterious things seen by lots of people. Eventually, somebody figured out that they were on the flight path for a lot of Russian rocket launches. Depending on the time of day etc, you could see big bright things even when it was quite dark on the ground, a similar situation as the SpaceX launch. Being further away from the actual launch site, the Brazilians were seeing things that were much higher and less easy to recognize. And of course the Russians didn't publicize when they were going to launch something.