Actually, I will change my previous answer. Coolers are easily on par with, or maybe even worse, than suckouts.
Today as I was perusing the MarketPulse Biggest Pots section) is a hand we can all relate to.
It may not be set over set, but at the ultra-aggressive nosebleed heads-up tables, it may as well be.
Game: $100/$200 No-Limit Hold'em, Heads-Up, Full Tilt Poker
Stacks: Urindanger $21,199.50; yossarian_2_ $45,397.50
yossarian_2_ min-raises from the button/small blind. Urindanger re-raises to $1,800. yossarian_2_ four-bets to $10,000. Urindanger shoves for $21,199. yossarian_2_ calls $11,199.
The board comes A♦ J♦ 3♠ 6♣ 7♠.
Urindanger shows Q♦ Q♠, which is second best to yossarian_2_ 's K♥ K♦.
Well, if you're Urindanger, you're ecstatic getting it all in here. At least for a second. Since he was playing on Full Tilt, the hole cards would have been turned up right away and he likely instantly started cursing the shuffle algorithm.
If this were PokerStars, the hole cards stay hidden until showdown so he would have at least had until the ace on the flop to start cursing the shuffle algorithm and his queens for being ace magnets.
And in that case, at showdown it would have been a relief. Like, "Oh, I was behind the whole way anyway. I guess it isn't so bad."
Either way, one poor bastard gets coolered and another lucky bastard gets to relish in it. It happens to everyone and it sucks the same amount - assuming you're playing with a proper bankroll.
If you're not properly rolled, then it sucks a whole lot more. But if you are playing out of your bankroll, you deserve it :P
Strategy Snapshots from Dan Skolovy: