The fact if the matter is that, if 90% of the players lose, then you can be above average (50%) and still lose money over time. Even if you do find yourself winning more thn you lose, even then you need to be even better to actually make a living out of it.

Winning money over time isn't easy at all, and it's a critical mistake to assume that time itself makes you a better player. You can do something for 20 years and still suck at it, if you don't make those specific improvements along the way.

This is especially true for poker. Are you counting outs when playing a hand? Are you considering the pot odds, the implied odds, the player types and whatnot? My guess is that you're not. So, as a result, you're not improving your game.

A lot of people, as in 80% of the world population, DO NOT improve their skills beyond a certain point because they are stuck in their predefined, fixed ways. Go to wikipedia and look up the "Dunning-Kruger Effect". Also:

"To be normal is the ideal aim of the unsuccessful."
- Carl Jung (this has some indirect relevance as to why a lot of people lose out in life)

Step up your game and get engaged and passionate. Read several books, open your mind and try your best to rethink everything you ever thought you knew about Poker.

Bruce Lee was a master because he absorbed everything he could from other martial artists - he read about it, studied Newtonian physics and read TONS of deep philosophy.

Donald Trump is hugely successful because he's got impeccable self-critical thinking and is able to think outside his own ego mind.

Gordon Ramsey has a great pallet but he's primarily satisfying the pallet of the comsumer, not just his own.

These are people who live in the real world, no magical thinking or trying to make evidence fit their arguments. They make their arguments fit their evidence. A critical difference.

It's really up to you. Become a sponge, absorb feedback from pros and be humble about it - but don't just trust it blindly without question. See it unfolds in the actual sense. Play micro stakes poker, so you can afford to figure things out the hard way.

MOST IMPORTANTLY (and hardest part, maybe):
Reset yourself and ignore the fact that you've played for 10 years. You're obviously not doing the right play anyways, so reset your mind and start over - this time with a vengeance.

David Sklansky's got some best-selling 5-star books available. He'll teach you how to play correctly. He'll also teach to how to use player psychology to your advantage. Check him out.

Good luck!