It's kind of interesting that Google breaks TCP/IP protocol rules (RFC 3390) and their home page has never been valid HTML either.
So it's not "cheating" in terms of your competitors, but it's "cheating" in the sense that either you're basically jumping the queue for your TCP flows or everyone else does the same thing and then things are back to square one, if networks can't deal with it.
An argument that networks now can deal with much larger congestion windows can be made, and Google is making it in the IETF, of course.