I feel bad

Me and my close buddy started getting into 40k 10th edition a little over a month ago. We both started with combat patrols (Tau for myself, he got custodes and space marines). He’s relatively new to wargaming and I’ve been playing SW legion before 40k for a little over a year.

Of the 5 matches we’ve played, 3 or so we were mainly just getting used to the rules and learning together with combat patrol. The last two games were 500 point and a 1000 point matches with a lot of terrain and line of sight blockers.

I’ve been beating him every game by a large margin, steamrolling even, and I’m starting to feel a little guilty because he’s brand new to wargaming and has been very enthusiastic about the hobby. After the last game he seemed very frustrated/salty and told me he might not want to play me anymore until he gets better and I’m just not sure how to go about it. We’ve tried thicker terrain setups with LOS blockers to limit visibility to stifle Tau shooting more.

Offering constructive criticism and pointers doesn’t seem to help and I’m very careful not to seem like I’m gloating or taunting during a match while trying to have fun. i.e. whenever I start racking up kills in the shooting phase as Tau do, he just goes dead quiet and the whole round feels like a transactional chore instead of a cool moment.

Finally, the 1000 point list Im running is rule-of-cool with no regards for meta (retaliation cadre with 4 battlesuit units lol).