Winning implies winning... And that was the question, who won. This isn't a binary 9 inning or 4 quarter game. This is 3D political chess. And if they both stunk, it stinks for the country, politics, and the candidates, hence they didn't tie, they lost, which means neither won.
That's news for me. The Presidential election isn't binary? And if the election is binary, then advances and regressions cannot be compared to 3D chess, or even to 2D chess. It's a straight line race where one is positioned ahead of the other (though if you would argue popular vote vs electoral college, I would probably consent that in a certain realm there is another dimension, but that's not where it matters on a practical level).
Oh, and BTW, it seems like this is where Trump shines, he's a master of game theory (an innate talent, not something he studied). He doesn't care about how he comes across, he cares about the end result that matters to him. That's what got him to where he is now.