Risk

Why has 'danger' acquired positive connotations (excitement, experimentation, pushing-the-boundaries, epater-ing les bourgeois and so on) where 'risk', really, hasn't? Don't they both mean the same thing ... 'Exposure to the possibility of loss, injury, or other adverse or unwelcome circumstance; a chance or situation involving such a possibility' [OED]. As if Risk is defined only in negative terms, where danger is about excavating 'loss' from the boring and the stultifying.