There seem to be at least two different "fail fasts". I think you're talking about ideas failing fast; Mark's talking about companies failing fast.

It bothers me seeing people giving up too easily. Pisses me off, even. That's what struck a chord for me in Mark's post. It doesn't compute for me when I see people get really excited about an idea, have the first iteration not stick and then just stop. And that seems to be really common. I think that's the rub with Mark too.