As long-time ref Ed Hightower has said, "The purpose of a technical foul is to stop bad behavior. If you can stop the bad behavior without calling the technical, you're that much ahead."
I think you could make a good case that calling the 3rd T on that howler monkey as he left might help hammer the point in that you are not going to tolerate this, and it might act as a deterrent in the future. If you don't call the T then, he will continue to think he can say those kinds of things anytime he is ejected and there will be no penalty. In my (slowly deteriorating) mind, not calling the T in that instance would not stop the bad behavior.
When you get a coach who acts like that, you must take the advice of that sage, Barney Fife, who says to, "Nip it, nip it in the bud."
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Yom HaShoah
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