I saw your comment before it was edited and calling someone to the carpet (in your case by calling him a coward) isn't the kind of name-calling that should be frowned upon here. He is a coward. He comes out and plainly says that it's in his best interest to go along with the incentive structure in front of him instead of standing up for academic integrity.

Let's not let the cultural politeness here get in the way of calling it like it is. "Coward" may be a strong word, but it sometimes does apply.