As the article mentions, this isn't the same as installing a "defeat device", they're just highlighting the "gaming of the system" that's been going on for years, which by definition is not cheating.
The thing about this is that whatever testing system you put in place, automakers will always study it, understand it, and design cars to get the best performance and best test results. That's inevitable. The tests will always favor certain design decisions over others, and the automakers are always going to figure out which decisions are best. So, I don't really blame the automakers for this, it's primarily the fault of the testers who set up the poorly designed testing rule that automakers are designing to. And, of course automakers oppose changing the rule, because it will cost them a lot of money to study, understand, and design to the new rule, and in the meantime, it will wreak havoc in the industry, after everyone has spent years and billions committing to, for example, turbocharging as the best way to do well in tests under the current rule.
But, it looks like all of the automakers may be going to feel some pain now as they all get swept up in the anger over VW's cheat.