Dear Dean, Dear All,
This is hopefully the last (4th) edition of my answer. I spend few hours in calculations which could be dismissed would I think a bit before doing them. I believe that now I understand what happens and what most of you probably knew before.
First of all, there exists no canonical construction $K\mapsto E_K$ of an ellipse by a convec body (I understand canonically as ``depends only on the linear structure and on $K$'') such that it satisfies $E_{tK} =E_K$. The reason is that this would imply the existence of a canonical euclidean structure in a 2-dimensional space equipped with a linear complex structure, which is wrong because the group of the linear transformations preserving a complex structure is bigger than the group of linear transformations preserving a euclidean structure.
Indeed, consider a two-dimensional linear complex structure on $\mathbb{R}^2$, i.e., fix a matrix $J$ such that $J^2= -1$. The group of linear transformations preserving the complex structure evidently contains the scalings $(x,y)\mapsto \textrm{const} \cdot (x,y)$ and therefore can not preserve any euclidean structure.
Suppose there exists a canonical construction of an ellipsoid $E_K$ by a convex body $K$ such that it behaves as follows w.r.t. to linear transformations: for every linear transformation $A$ with $det(A)= 1$ we have $A E_K = E_{AK}$; for every scaling $S:\mathbb{R}^2 \to \mathbb{R}^2$, $(x,y)\stackrel{S}\mapsto \textrm{const} \cdot (x,y)$ we have $E_{SK}= E_K$. Then, we can construct a canonical scalar product on our $\mathbb{R}^2$. Indeed, having $J$, we have a canonical notion of a circle centered at $\vec 0$. More precisely, in every real linear 2dim-space we have the notion of an ellipse.
A circle around $\vec 0$ is an ellipse which is $J-$invariant. As you see, in order to define an ellipse we used the linear structure of $\mathbb{R}^2$ and the complex structure $J$ only, so any linear transformation that preserves $J$, in particular every
scaling $(x,y)\stackrel{S}\mapsto \textrm{const} \cdot (x,y)$ takes a circle centered at $\vec 0$ to a circle centered at $\vec 0$.
round
Now suppose your construction $K\mapsto E_K$ exists. As $K$, take the round ball centered at the origin. The freedom in choosing such a convex body is its scaling $K\mapsto \textrm{const}\cdot K$; if the construction do not depend on scaling we obtain that the freedom in choosing such a convex body does not affect the
ellipse $E_K$ (which must also be a circle because of the symmetry)
we obtain a canonical inner product on $(\mathbb{R}^2, J)$. There is no such product though, by the reasons I explained before: the group of complex transformations is bigger than the group of the orthogonal transformations.
Thus, there is no hope to construct a scaling-equivarinat and linear-transformations-invariant ellipse by a convex body in $\mathbb{R}^2$, so it must something be wrong with the announced properties of the construction from the question. I should confess that first I thought that the problem is with the invariance of the construction w.r.t. linear transformations, and bothered Deane and you all with attempts of counterexamples.
No, the problem is not with the behavior of the construction w.r.t. the linear transformations! The problem is that the construction is NOT CANONICAL.
Indeed, it depends on the choice of the euclidean structure in the space: if you multiply the euclidean structure by a constant, the resulting ellipsoid will be the initial divided by the square of this constant!
Actually, since the construction is indeed invariant w.r.t. to linear transformations with determinant $1$, one can think that the information we need from the euclidean structure is its volume form only. This was pointed out by Deane to me in one of his comment, with a hint that normally should be sufficient for me to understand everything without doing the calculations. It is also stays inexplicit in the edited version of Deane's question.
By the way, the ``original'' version of the construction in the paper MR1781476 (2001j:52011) Lutwak, Erwin(1-PINY); Yang, Deane(1-PINY); Zhang, Gaoyong(1-PINY) A new ellipsoid associated with convex bodies. Duke Math. J. 104 (2000), no. 3, 375–390. 52A40 (52A39) does have additional term inside, which makes the construction to be volume-form-independent, but the resulting ellipse does not have the desired property $E_{tK}= E_K$ anymore.
Now, if you do not require the property $E_{tK}= E_K$, there exist tons of canonical constructions of an ellipse by a convex body. You even can do these construction the whole-affine-group-invariant, by first moving the body such that its barycenter is located in the origin of the coordinate system you are doing the construction starting from.
[Edit record --1st attempt: added the explanation why it could not worked at all and corrected the counterexample] [Edit record -- 2nd attempt: the previous counterexample did not work, now the new one that works is there] [Edit record -- 3 attempt:One more unsuccesful counterexample] [Edit record: -- 4th attempt: explanation that the construction is not invariant]