Looking at an idea and saying 'not worth perusing' isn't a failure. Should every concept vehicle of every car company that didn't get built considered a failur

Looking at an idea and saying 'not worth perusing' isn't a failure. Should every concept vehicle of every car company that didn't get built considered a failure? Every design study ever done by any engineering firm is a failure? Something is a failure if you invest large amounts of money into something and get nothing out of it.