> We need to make it cool to work in a semiconductor company.

I am not optimistic. "Semiconductor company" ==> high capitalization (expensive processes) ==> fertile ground for lawsuits and attacks.

As long as a slightest mistake has a potential to turn into multi-million-loss lawsuits, it will never be cool. Is it easy to be cool walking a tightrope between two skyscrapers? Not for many I'd guess.

BTW it is the same for non-semi companies (like OEMs), except that volumes of a given single product are generally lower, so mistakes are more bounded.