The question is whether what is happening meets the definition of taunting. It's like sarcasm...its not just the words used, its how they are said, the voice, the tone, the inflection, and in what context. The same words can be used, but they can be interpreted in two entirely different ways. In the abstract, its hard to define everything that can be demeaning. And sure, maybe losing is always demeaning to some extent, but you can win without being a jerk...