If you'll forgive a quick personal story:
When I came back to considering competition again, and found this board, only last year, I was struck by all the discussion of SEO. Big A and several of the other pros on this board were kind enough to answer PM's on my various questions.
I started looking at the differences in physiques at the upper levels, and noticed a quantum leap in only 10 years or so. Was this because people were simply using more AAS? I don't think that's the whole story, or even a large part of it. Most the AAS around now, and even GH, have been around for more than the last few years, so something else must be happening. Was it new training? Hardly. The same training methods - high volume, HIT, power - you name it, have been in use for years.
So...I was struck by a comment Big A made to me which was, "Have you noticed how much bigger the smaller weight divisions look? Yet they weigh the same at the same height as competitors from years ago. It's all syntherol."
This is not cheating - it's simply the evolution of bodybuilding. Some of us are old enough to remember when you'd never tell even your close friends you used AAS, because they'd accuse you of "cheating," and think this was somehow the mark of a lazy asshole unwilling to work. Now, of course, few people would hold such notions. It's the same now with SEO's.
The real question is, if you're going to talk about "cheating," where do you draw the line?
Is it cheating to even lift? Certainly this is not "natural."
How about eating more protein? How about dietary supplements?
Is trying for 4% bodyfat a "natural" state for the body?
Seo's, in my opinion, are just the next step along the line. Pretty soon some genius will figure out how to turn on genes for muscle growth and fat loss. Will this be cheating, or just the next step in an ever-evolving approach to the greatest muscle mass and lowest fat?
Just my two cents...