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> Some people would treat the loss of $X worse than the gain of $X is good

Most people. "Loss aversion refers to a cognitive bias in which the same situation is perceived as worse if it is framed as a loss, rather than a gain" [1].

> I'd pay $5 to avoid having to flip a $10k +/- coin

Risk aversion. Seemingly related, but in fact quite rational.

[1] https://en.wikipedia.org/wiki/Loss_aversion




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