OK. I did a spot check of the last 20 playings of Coming or Going. The W/L ratio was 6-14. In looking at the prices, there were definitely some cases where the setup was "easy", and others not so much. Just for grins...
4397(WIN) 6579(LOSS 9756) 5868(LOSS 8685)
6713(WIN) 4827(WIN) 5126(LOSS 6215)
9627(WIN) 5597(LOSS 7955) 4368(WIN)
4953(LOSS 3594) 5924(LOSS 4295) 5868(LOSS 8685)
5984(LOSS 4895) 8936(LOSS 6398) 7743(LOSS 3477)
5868(LOSS 8685) 6648(WIN) 5944(LOSS 4495)
2753(LOSS 3572) 8245(LOSS 5428)
If you look at some of the correct prices on LOSS games, you will see some easy setups - 4495,4295, 6398 all "look right" compared to their alternate prices. Others were just tough setups - 4953, 2753, 6579 are not very "friendly".
So to answer the original question, the game has been lost alot just due to the contestants overlooking the more "obvious" price, combined with the occasional tough setup. But we probably could have guessed that already!!