Yep, easy to say failing is cheap on paper. But once you experience it, it feels morally excruciating. Hard to come back from a couple of failures
Nassim Nicholas Taleb (http://www.fooledbyrandomness.com) in his book “The Black Swan” talks about one of his friends, a stock trader, with a very specific strategy. This strategy involves losing lots of small amounts over time, and once every 6 years or so, one enormous win. He explained that his trader friend needed to check his track record continuously to remind him of the actual benefit of this strategy, because even the small losses were eating away at him. Up to a point where he wanted to give up.