Why poker players like winning but hate losing

As I proceed in this little experiment that I call poker something is starting to disturb me.  There isn't any poker player that likes losing as it is counterproductive to the goal of the game.  The problem that I'm starting to find is that I dislike losing (to the point of hatred) so much more than I like winning. This is an issue that's getting worse and worse with me over the past month.  Perhaps it's because I'm talking more and more horrible beats and have been hit w/ decks that have been stored in liquid nitrogen this entire month but the motivation that my wins have don't have nearly the effects of the losses that I take.  I've talked through this issue w/ a  number of players that I play w/ and have come to this conclusion.

When you're a solid player and you win, the world is just right...nothing special happened, you're 70% hands stood up, no 2 outters to knock you out deep...the game worked out the way it should have.  On the other hand, when solid players get knocked out it's generally get sucked out on in other player's bad plays.  Essentially, you get beat by players that are worse than you...and of course that stings. 

No, I'm not being cocky w/ my evaluation and I spoke w/ a number of players to come to this conclusion.  I guess to sum it up... it hurts a lot more to lose when you're a good player...and winning doesn't make up for it because you're SUPPOSED to win.  It's funny when I think about that concept crossing my mind...like good players are owed something.  We all let these stupid ideas get in our head and mess with us.  Now that I see what the issue is, I'll wear my beats w/ pride and stop Helmuthing about them.  If you can't tell, I'm hating variance right now. As always...Good luck in everything that you attempt.