As Kahneman says in the book - every experienced gambler and trader knows that "you win some, you lose some". Although we may not get multiple chances to repeat the same exact gamble, our intuition tends to lead us to minimize risk when the risk is negligible,and to maximize certainty when things are already pretty certain. This is clearly not the optimal approach. By relaxing our personal constraints a little and adjusting our strategy, over the course of a lifetime and the many gambles we take (e.g., starting that web business) they may pay greater dividends than taking our "default" human strategy.