The Reverse World (which is always mentioned in a booming, thunderous voice) is a very confusing place indeed. Everything is supposed to be in reverse, but the reverse of something can be very hard to determine. For example, someone who does love being wet in the reverse world would be someone who does not hate not being dry, which is essentially, the same thing. Befuddling, isn't it?
Winning is good, but what's good is bad in the reverse world, and what's bad is not wanted, but what's not wanted is wanted in The Reverse World.