Many companies try to signal that it's okay to try new things by celebrating them even when they aren't successful. I've been on teams like that. Nobody is happy about the failure itself, but the idea, effort, and commitment that was shown, even if it was not successful, is worth rewarding. You miss 100% of the shots you don't take, a ship in harbor is safe, etc. I think this is pretty much an inarguably healthy thing to do for a company that wants to keep morale up and encourage experimentation.