You do make a good point - especially re: failed businesses.

Though I have also observed the opposite far more frequently. A good example would be when I want to go to bed at a sensible hour and I have friends telling me "oh, you can just stay up just this once". The friends gain by my staying up (more people to party with), but don't have to suffer the consequences (eg the lack of my ability to work effectively the next morning). I think this disparity in expected outcomes means they are free to try and "tempt" me to break my new habit that is mildly inconvenient for them.... because they don't have to pay the heavy costs.