You can take the piss, but I happen to care about sport, and the positive role it can have in children's lives. That's part of the reason the descent of sport into business, and concomitant erosion of any sense of fair play, bothers me.
Do you really feel that fair play is trivial? Do you think a win achieved by cheating has the same value as one achieved without? Do you think players have no responsibility towards themselves and the game to play within the rules? Or should they do everything they can get away with?