The beauty of this adage is that, in poker, a professional player wins in the long term via a novice player drawing to an inside straight, and hitting (it worked the first time, it'll work again), and by knowing that you only enter the pot with your very good hands, mucking the bad ones. Of course, I'm only speaking about the mathematical aspects of the game and not the psychological ones, for we all know, or you better know, that poker is a people game played with cards, and not a card game played with people. Big difference!
I think this is what happens in the stock market by the brokers. They'll take a certain percentage of their clients money and invest in a losing proposition, then come in at its down cycle and buy with their own money, fully knowing that it'll go up, and soon. The losers, thinking that the stock was going to go up, are re-informed of the adage, during that down cycle. When the smoke all clears, those same losers are happy with their 4-8 percent return on their investments, as a whole, while the brokers enjoy a return rate in double figures.
On the other hand, if somebody came up to me and said that I would receive a 20% return on a 10K loan, and he proved to me that it's entirely risk free, legal, and without any hocus-pocus, I would have to tell him to lick my balls, for I, personally, would lose money with his proposition. In fact, I would lose no less than 80%. He would be shocked and ask me how. I would tell him, whereupon he'll want no part of my deal, although he would enjoy a higher return. But what I do is not his cup of tea. What he does is not mine. Yet both of us do well. Very well!