Yes, but "can" is not "will." You claimed that no matter how much shade one "inserts" it doesn't apply if they don't win. But it can apply, as we just concluded.
"Throwing shade" is not entirely synonymous with "shit talking." The goal of throwing shade is not always to "tilt" the opponent. Sometimes it's purely a matter of criticism with regard to an observed flaw.
"Throwing shade" is not entirely synonymous with "shit talking." The goal of throwing shade is not always to "tilt" the opponent. Sometimes it's purely a matter of criticism with regard to an observed flaw.
Point being is that shit talking towards another can also fuel the opposite individual to perform better while making it worse than it has to be.