We don't know. The prosecution's burden was to prove beyond a reasonable doubt, to a jury, that Ulbricht himself believed he was ordering people killed. They succeeded, and it's not hard to see why.
I don't disagree that he was ordering people killed. Even if it was all shadow play, driven by scammers and LEA entrapment, it was a moral failure.
In hindsight, the better option would have been adequate security, to prevent interference by adversaries. Also, there should have been policy and mechanisms in place for dealing with adversaries.
Silk Road clearly demonstrated a broad unmet demand for drugs from trusted sources. With trust based on user ratings. And by philosophy and necessity, it operated outside mundane society. If there were no laws against drug use, he could have just sued people or filed criminal charges. In future, the second realm will need its own enforcement services. And insurance.
The chat logs of the first incident seem to suggest that he took some time to come around to it but he didn't seem to find it particularly horrifying or objectionable.