In the above expression, 'A' is a gain factor. Period.The main point though is that we can call a lot of things a 'gain' and the understanding comes from the value if need be. In cases where we don't yet know the 'gain' or 'loss' if you will, we have no way of knowing YET anyway:
Vout=Vin*A
Is A a gain factor or a loss factor? We don't know yet and we don't have to know yet, symbolically.
We don't know if it represents an actual increase or decrease in the magnitude of Vout, but that's fine.
Anyone that would describe A as a loss factor is incorrect and is injecting confusion into any discussion.