Yeah, I should have been clearer about the 10 dollars more. It's really about "probability that you final life-time wealth is 100,000 dollars" - at least in the way economists usually think about it (and if you always have savings, etc etc).

The point though is that von Neumann-Morgenstern that John mentioned is about uncertainty, and that it is the uncertainty that makes it special -- the cardinality vs ordinality you mention, which is or can be a pretty big deal, depending on what you want. I am sure you know that Valter, but since it took a while before I realized how important that distinction was, I figured it worth mentioning, even on the off-chance of being nitpicky.