He did that all throughout the linked article too: "People do not rate the pain of losing $10 to be more intense than the pleasure of gaining $10." Okay. That's not loss aversion though.
"People do not report their favorite sports team losing a game will be more impactful than their favorite sports team winning a game." Same.
How to you rate pain like this? There is no metric for pain/pleasure per dollar.
And there are other factors at play. Often the thrill is the dopamine release when you make these decisions — that’s the pain. If you’re intensely interested, losing $500 in Monopoly or scoring a run in baseball may be felt profoundly.
It all depends on context, not the means by which we measure an outcome.
"People do not report their favorite sports team losing a game will be more impactful than their favorite sports team winning a game." Same.