That many conference championships puts him in elite company. He has played in more championship games than Larry Bird or Kobe Bryant.
I'm sure Larry Bird would have rather been 3-5 than 3-2 in finals games. Conference championships are an accomplishment in and of themselves.
It reminds me of people bashing Elway because he lost 3 Super Bowls while over looking the fact that 5 conference championships for a QB is a rare feat.