It's important to remember that most cheaters are actually good at the game they're cheating at. They're just not as good as they want to be, so they cheat. It's too obvious if they're clearly just not good at all -- a new chess player playing like a Grandmaster because he is using some secret radio tech in his shoes is obvious cheating, but a Master or Expert who needs advice from his scheming coach for exactly one game to win a tournament? That's the more common scenario.

Todd Rogers is a genuinely excellent video game player. He's also a blatant cheater.