By and large we do. Unfortunately, the losers don't care unless you identify them personally. For them, the thrill of cheating and griefing others easily overcomes some generalized cultural zeitgeist.
This has happened in online chess, with some people admitting to using engines (ie cheating) to "confirm their suspicion that the other guy is cheating".
Remember you're living in a world where people idolize Elon Musk, a person who employed someone to play path of exile and diabolo to boost his account (ie a cheater). Also a lot of people don't care (or claim not to care) whether people see them as losers as long as they wreck other folks day.
I don't know a single person who doesn't think that the PoE thing was super cringe. To the extent that people idolize Elon, it's because they think his accomplishments outweigh him making a massive fool of himself in that instance.