Outcomes follow incentives. Players and coaches can't really be blamed for doing what they can to win.
John Madden, speaking as the Raiders coach, once said something like "It's not our job to follow the rules. It's the league's job to stop us from breaking them."
As soon as the penalty outweighs the benefit, the behavior will stop.
Really couldn't have worded it better. John Madden nailed that one.
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