There are 2
10=1024 different possible outcomes when flipping a coin 10 times. If that coin is fair, the outcomes will be distributed proportionally to the values of the eleventh row of the Pascal triangle, that is, proportional to:
1 10 45 120 210 252 210 120 45 10 1
This means that if you repeat this game 1024 times, the expected outcome is 1 time all heads, 10 times 9 heads and 1 tail, 45 times 8 heads and 2 tails, etc.
On Rippleflip, you lose your entire bet if you get 4 heads (or whatever they call it) and 6 tails or vice versa. I agree with you that recovering half of your bet isn't exactly winning, so you also lose if you get 5 heads and 5 tails.
That means that in every game there's a chance of
(210 + 252 + 210) / 1024 = 672 / 1024 = 0.65625 = 65.625 % of losing.
If you play 8 times in a row (like you did), you'll lose all 8 times with probability
0.656258 = 0.03439969 = 3.439969 %. That sound unlikely, but statistically 1 out of every
1 / 0.03439969 = 29 customers will lose his first 8 games in a row.