It means being respectful and empathizing with my opponent and remembering that win or lose, it is only a game and the stakes are never high enough to justify getting angry or insulting someone or whining. It doesn't mean I don't play to win, it just means I try to be as nice as I can about it, even when I don't win. It means putting human decency and fairness above winning.
It does not mean hand-holding an opponent through the game in a tournament as if they deserve a handicap, nor only playing squads that other people think are weak or cool, nor refusing to play whatever I think is the best list, nor telling other people that the way they choose to play the game is wrong or inferior to mine.