Too true. It is interesting that rationally speaking, considering windfalls or lottery winnings "house money" is incorrect--money is money. This attitude can lead you to cognitive errors that cost you more money in the long run.
On the other hand, if we think about the coping strategy for people who've been Goxed, I can see where if you can disregard the winnings as "paper gains" it is much easier to get on with life thinking "I only lost 10k."