One thing you should do at the start of a company is figure out how you will dissolve the company. Every time I've seen someone bring it up, it's shouted down as being negative. More than nine times out of ten, they regret this decision, as there is a bunch of fighting later.
But, like you said, no one wants to admit that they might fail.
There's more to it than confronting that you could fail; now there's an incentive not to see your own venture through if a peer's venture has a better chance of being remunerative.
"Advisors" to other companies also have this incentive, but that incentive is a pittance.
But, like you said, no one wants to admit that they might fail.