ways to cheat and harder ways. if you take a ball and you move it 4 inches deliberately -- this is a no-no, but kicking it or hitting it slightly and moving it just a little bit as if you didn't intend to is okay. >> what's the psychological rationale? >> it wasn't really me. everybody else is doing this. this is really what they intended and so on. >> the everybody else is doing it idea -- you say cheating is contagious. like an infection. >> in cheating, we teach kids how it cheat. we tell them to be polite. so somebody with an injury, when kids point at me and ask what happened to this guy? parents say, don't point. >> you had an injury, your face was burned in an explosion. >> and most of my body. in shorts, it is much more clear. when kids point at that, parents say, don't do that. it is impolite. >> how is it cheating to say,