Yep.
Always amuses me how people are so horrified about things like handball's etc and people hacking players down is fine and acceptable and 'not cheating'.
It's different though isn't it? Fouls, handballs etc. are part of the game - because they get punished. Play acting doesn't get punished, thus is viewed as a more uncontrollable form of cheating that is much worse then a foul or handball.
If people had always play-acted since the dawn of football, it'd probably be accepted, but it hasn't, so it isn't...
I mean, people could start paying refs... that would also be cheating (and be a literal take on 'win at all cost') but it wouldn't be great for football would it?