The idea is to have the losses balanced against the gains - Lots of people make the mistake of 'improving' the antenna they have on a pole on the house, but installing a tall tower in the garden, but forget the extra distance means cable losses. It's not uncommon for the tower to be worse. This is when people move to mega expensive hardline - because they have to. Having a high antenna and your local geography gives more signal before you even add antenna gain - so losing 50% in the cable can often be lived with. it sounds a lot, but is often quite normal. Going up 10ft can make a lot of difference sometimes, with hardly any extra loss. Other times, it makes no difference - that damn building across the road is still in the way!