It's not cheating. It's just cheap. And cowardly. They're just taking advantage of a flawed system.
It makes for boring football and the rules need changing.
We all know they flopped. Out of all those players not a single one cramped up DURING a play. Their cramps just magically hit them after we got any sort of momentum or first down. Or when we were getting in a groove with our fast uptempo.
If nothing gets changed then everyone is going to start doing it and games will now drag on an extra hour or even two hours. It's not good for football.