This is a discussion on Why do you love poker even if you are on a losing streak? within the online poker forums, in the General Poker section; I love it even if sadly i bust on the bubble some of the times
Basketball players keep playing basketball even when they lose!
I know that's probably not the response you're looking for, but it's where my mind went.
I guess winning isn't the only fun part of the game. But you have to win occasionally or the rest of it isn't enough. I think that's why suck outs and bad plays sometimes winning are important. There wouldn't be much of a player pool left if those things didn't happen.