Disagree with this to an extent. Not saying you should be a jerk, but if another player is a jerk and makes a snide or rude comment and you can get under their skin with a reply, I wouldn't necessarily advise against it.
I was just playing in an SnG. Me and another guy to the flop, who had been pretty brash and criticizing the play of others at the table. I'm in the BB with rags. I miss, but make a smallish bet at the pot and the guy calls. The turn gives me a straight draw, I check to him. He makes a very tiny bet in relation to the pot, and I call. The river gives me my straight. I bet big and he calls. He shows that he flopped trips. "unbelievable. nice catch.." he says, to which I replied "nicer slowplay lol". He says: "I'm gonna have all your chips".
This sets up a later hand. I have QQ and I raise 4 BBs from MP. Sure enough he's the only caller. Flop comes 5 8 T rainbow. I bet a little more than half the pot and just as I thought he would, he pushes all-in (with a bigger than average stack). I call and he shows 44. Blank blank, and I take a very large pot to become chip leader.
You WANT players to let their emotions get in the way of their game. It's a mistake, and your opponents mistakes are how your profit in Poker.