It's not that I see failure as particularly bad, or horrible. It's that it's not the point. The point is to WIN. When you launch a startup, and fail, try again. But wouldn't it have been better to succeed? Isn't the point to make money, or build a platform, or win the game? Not every product has a market. Not every customer call will result in a sale. But the point is to make a winner.
Why would you purposely seek out failure?
Of course, the undercurrent here is that in order to succeed - in order to win big - you must risk a lot, and risk failure. Risking failure is necessary. Making mistakes happens. If you're not risking failure or humiliation, you're not playing the best game you can.
Risking failure is not the same as actually failing.
Maybe that's just semantics, but it is a very important difference. If you're purposely seeking failure, I feel sorry for you.