"Cheating", if you all want to call it that, is something everyone who consistently wins does. It's not really cheating, rather, it's the process of taking advantage of any number of opportunities in the rules or processes of a given environment or situation. Go study the Art of War and get back to me.
Everyone's simplistic shock and outrage over what amounts to asymmetric warfare best compares to a child throwing a fit over finding out Santa Clause isn't real.
What your outrage should be directed at is that our own team doesn't do it enough or as well as the Pats.
Or...maybe we are?