Personally, while the misty-eyed notions of honour and sportsmanship are cute, I couldn't really care less about how we win, so long as we're winning.
Yes, I would love to see us win 'the right way', but we have been far too soft for far too long and I personally welcome this bite.
In terms of 'morals in football', I place a much higher value on playing style than sportsmanship. If we were playing dour football and cheating our way to victory it might be a bit more problematic, but provided we are playing good football and winning, I am not bothered about these little incidents.
They probably help win the mental battle as well (see: Costa).