As I recall he did portray it as risky. I remember him saying something along the lines of them having the Wired Magazine covers on a wall from all the previous huge startups that failed miserably, to remind them to be humble. I guess it wasn't that effective.
It was effective; in getting more press because of the cute little anecdote. Which is the reason they did it anyhow. I would imagine that what a company has on its walls has never materially affected its future.
