You'd probably be inclined to cheat if your business had the most-viewed web page in the (Western?) world.
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.