The "hack" at the end is a nice touch, but the dilemma raised in the story he tells isn't really the loss aversion bias, but the sunk cost dilemma.

Joe didn't set out to spend hours to get his $11 back. He thought it'd just take an e-mail to resolve it - easy. After that was unsuccessful, he thought it'd just be a phone call to resolve it - easy, no?

Once he got far enough down this road, the sunk cost issue sank in (pun fully intended) because if he'd already spent an hour or two trying to get $11 back, he might as well not let that time spent "go to waste" and instead fight until he achieved success.