In that sense, we're all cheating by using snowboards instead of snowshoes, or just our bare feet. Snow/skate/surf/whatever-boards are always undergoing the odd little tweaks that allow people to do more and better tricks. The other day I saw a 7 year old learning to do varial kickflips on a skateboard, whereas 30 years ago people were cheering like crazy watching Rodney Mullen pull off a sketchy 8" high ground ollie.
If people are willing to buy an entire set up just to perform better in the park, then they should, whatever makes em happy. My only gripe would be people referring to a new shape as 'technology'. You just shaped the board differently, wake me up when you put in lasers.