I feel excitement every time when I lose or keep winning. Do you also feel excitement when you win or when you lose?
There is nothing to be excited about when you lose the only thing that makes any gambler happy and excited is winning not losing so I don't agree that any serious Gambler is ever happy about losing his money in the process of gambling the only thing that keeps gambler's going even though that they are losing is addiction which is very hard to overcome as a gambler
One way that people can control their gambling excesses is through self discipline and control having a gambling strategy and plan is very useful in making sure that you don't fall pray to falling into gambling addiction
You are right, it may not matter if you lose once or twice, in small amounts we can still say we enjoy every moment of the game. However, if you lose too often, it will be a big problem. Gamblers will always have the urge to chase back the money they lost, and unknowingly it will cause them to become addicted. Talking about limits or self-control discipline in gambling, maybe almost all gamblers have violated it. Personally I think it is quite difficult to do, so it is not surprising that some gamblers often act beyond the limit.