You can't control the guy on the other side of the ball. You can only control yourself. If you are easily goaded, then you hand your opponent a weapon to use against you.
If your opponent hands you an advantage, it is incumbent on you to use it. Otherwise you are limiting your effectiveness.
If you can't stand the heat, stay off the blacktop. This isn't kids playing HORSE. This is professional sports. As I said -- the NFL and the NBA have a heck of a lot more trash talk than this rather mild rejoinder.
Only someone who is a girly-man would overreact to this. Someone with a solid sense of their manhood (and their Mom) would laugh this off.
There is no defending the Italian's despicable actions and words. None. 'Everybody does it' is a Clinton-type excuse. It may be present or prevelant, but it is trash, as is anyone who resorts to that.