He must think people are blind to get away with that. Last time I remember cheating intentionally was with an old boss. His game had gone south along with his belly, and he was compensating in various ways: taking extra mulligans, foot wedges into more favorable lies, "forgetting" penalty strokes, etc. So a couple of times I kicked my ball to a more favorable spot...he saw me and raised all sorts of hell. At that moment I realized cheating at golf wasn't worth it and just don't do it anymore.