Jessica Olien writing for Slate:
Even people who say they are looking for creativity react negatively to creative ideas, as demonstrated in a 2011 study from the University of Pennsylvania. Uncertainty is an inherent part of new ideas, and it’s also something that most people would do almost anything to avoid. People’s partiality toward certainty biases them against creative ideas and can interfere with their ability to even recognize creative ideas.
Being truly creative means taking risks and exploring the unknown. It means pushing the boundaries of our comfort zones. I believe the very essence of creativity goes against our deeply ingrained DNA to do what's safe, what's certain, what we know won't bite us in the ass.
Interestingly, she goes on to write about how this practice even occurs in Startups.