I just spent the last few hours doing what I think a lot of casual gamblers do, though I sometimes am not so casual.  Between about 4 sites I played between 10-20 and 50-100.  I won every place I played.  I was running fairly decent.  Funny side affect of the WSOP is that you come home ready to crush souls because you are so pissed that you once again did not achieve your dream (though I am not really sure that winning the WSOP is my dream but that is another story). 

Instead of playing against another human beings intelligence I figured I was up about 3k so I played a little BlackJack.  I was down about 1k at one point and then got even and left.

That right there folks is how a lot of people gamble, their decisions are not based on that many factors other than where they have the most fun.  At no point playing BlackJack did I feel like I was getting a fair shake (even when I was even).  People gamble to escape their reality and provide a little excitement on an otherwise uneventful night.  If I had lost at either really nothing would be different, because the amount of money I would have lost would not have changed my life.

For the vast majority of poker players (and dare I say online BlackJack players) that is the case.