It is not a game if you can not loose.
Loosing is as much part of a game as winning, that is what makes games fun.

Imagine you would play R-Type with 99999 life....

Gamers this days are so lite, they want to beat a game without efforts in a single session.
More and more games this days have almost no learning curve, no difficulty, no challenge.
People mistake difficulty and challenge with bad usability, bugs and poor game design.