I think celebrating it is the natural counter to the prevalent stigma.

At least for myself, I'm not really celebrating the failure, I'm celebrating the bravery that led to them trying, the strength that it took to persist, and the honesty it took to admit and own the failure.

But failure sucks, so I think it's worth being unsubtle and countering the feeling of failure with something that feels pretty positive.

Right, but with startups failure is the norm, and every founder knows it going in; at least subconsciously. By failing, you lose the fear of failure.

"It's a dangerous business, Frodo, going out your door. You step onto the road, and if you don't keep your feet, there's no knowing where you might be swept off to."