Nobody likes to be criticized. This may be because the term “criticism” already has a negative connotation. The term feedback, on the other hand, sounds friendlier and suggests more general advice.
It is always nicer to celebrate achievements than to accept failures. However, as is well known, one learns more from mistakes than from success. In order to improve performance fundamentally, failures need to be pointed out and existing difficulties need to be addressed. Only through constant adjustments can improvement actually be achieved.