People are responding as if the people who are taking exception to the fail forward example are trying to sell them on fail forward as technique, rather than show why we view the example as reductive analysis of other people's play. The cook example is representative of poor use of fail forward as a technique because the example does not include any of the telegraphing that goes along with it and the consequence does not follow from the established fiction in any meaningful way. Presenting fail forward as a technique with accuracy and grace might not be important to those objecting it to it, but their failure to do so ought to be something they are accountable for because this sort of misrepresentation spreads. I know because I have had to address these concerns with players I've recruited into my games who get false impressions of various play techniques to online discussions this one.
If you have a better example provide it.