You fall in love. You fall back. You fall asleep. You fall behind. Falling is a sensation. Because of gravity and your senses, you can appreciate how falling feels. It depends on which way you are falling as to the pleasantness of your experience. Falling in love is extremely pleasant. As is falling asleep. Unless you tend towards nightmares, in which case falling asleep can be hell. Falling short is usually a disappointing experience and is best avoided. It is possible to avoid falling short if you plan properly in life. Falling back is occasionally necessary. When it comes to safety, falling back becomes serious.
Falling snowflakes. Falling petals. Falling tears. Each has its beauty.
Alice fell into Wonderland. She maps it, still. So it is not to say that falling must be frightening, or that such will yield disastrous results. Sometimes, falling takes you exactly where you need to be. A fall from grace for instance, may sound like the end of the world. Perhaps it is only the beginning.