There has been trash talk as long as there has been sports. But you make a good point. The idea is to make the insulter eat his words. Instead, he gave his opponent GREAT satisfaction.
Only a fool would lose his composure.
It happens all the time in pro sports and in college. There are plenty of fights and cheap shots in the NFL, NBA, MLB, NHL, etc. Usually, it is the guy who retaliates who gets caught. Zidane was manhandled by the Italian defense all night. It would just take a few words to take him over the top. In any event, Zidane did not lose the game for his team.