pytest.fail in fixture results in error and not failure

pytest.xfail and pytest.skip when used in a fixture results in xfail and skip respectively but pytest.fail results in error and not failure.

Though there may be reasons as to why it should result in error rather than failure and though there could be alternatives to this, "pytest.fail" resulting in error looks like a bug.

When user uses pytest.fail explicitly in a fixture, he knows what he is doing and he expects it to fail rather than pytest automatically making it failure.

Version:

py37 installed: atomicwrites==1.3.0,attrs==19.1.0,colorama==0.4.1,more-itertools==7.0.0,pluggy==0.9.0,py==1.8.0,pytest==4.4.0,six==1.12.0