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Agree 100%

It is ego, and it's one of ego's most important roles, managing risk.

When we lived on the plains it was more important not to lose that leg of lion vs gaining a second.

Losing it would result in death, gaining one would only result in a bit more life.

Today, that means that if on a happiness scale, we won $20 it would move positive a bit; but losing $20 it would move in the opposite direction a lot.

It's why most people buy high and sell low, they hate losing more than they like winning.