I think that this has to be rephrased a little. Nobody loves to lose money. The tricks are: to trade only money one affords to lose and to gain more than he loses overall (else sooner or later he'll have to find better ways to make money).
But you seem to be missing the big picture. There are plenty of ads telling how easy crypto trading is and how easy will one get rich almost overnight. Many people don't understand that an ad is not necessarily true, especially on the internet and many just get their money from referrals. And many trade or invest their lunch money (if they are "lucky") or the money that should "feed" their entire family for a month, or their retirement money, and the list can continue.