I don't think it is cheating, and when used effectively, it can produce the tonal ranges our eyes can see instead of limiting an image to the tonal range of the sensor. But eliminating shadows instead of adjusting the shadows to bring out some details just looks wrong and I don't care for it. Shadows and highlights are necessary for texture and depth.
I agree it can be over used and abused, but it is a new toy, and much like spot coloring, it will have its 15 minutes of fame and then be relegated to
dated photography.
Last fall, I went on a vacation with a bunch of photographers. These trips used to be a lot fun; people would spend bus time getting to know each other, talking about cameras and gear, etc. This last trip was definitely different in two ways; most of the photographers had tablets and spent bus time enhancing their images so we didn't get to know people like we have in the past, and most everyone got hooked on the snapseed app, which resulted in some bizarrely, over processed photos.
I don't think I will do another one of those trips.