The golf example (from later in the article) is telling: if those most looked-up-to in the profession publicly and exhaustively exhibit a dedication to fair pla

The golf example (from later in the article) is telling: if those most looked-up-to in the profession publicly and exhaustively exhibit a dedication to fair play, and it's part of the culture down to the lowest levels, then it can work much of the time. You also have to be brutal in enforcement: golf pros who sign an incorrect card, even if they just misunderstood a local rule, are disqualified (though this is changing, see http://espn.go.com/golf/story/_/id/13975820/rules-golf-eliminate-dq-signing-wrong-card http://espn.go.com/golf/story/_/id/13975820/rules-golf-elimi...). It's true that once people start getting away with cheating, even minor cheating, and others see it, it quickly becomes universal. Like cycling (also from later in the article).