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Why is losing a listing so painful?

Why is the joy of getting one, two, even five great listings doesn’t even compare impact to loosing one listing to the competition?
Why does the feeling of that lost listing feel bad, really bad yet the good feeling of getting the listing or listings doesn't last as long as the bad?
Not even close.
Why have we, as agents, learnt to persuade ourselves that the feelings of joy and awesomeness of getting the business, getting the listing(s) aren't even close .. don't even match to those feelings of loosing a listing?