I find it's a legit way to play, players who whine, cry, or rant about how they dislike certain styles need to improve. Hate cannon rush, then wall off, scout your base. That alone stops 90% of cheese play. I was stuck on one base by a zerg back when I was in Bronze. Instead of whinning, I watched the replay took the build order (after I realized that it was well put together) and added it to ways I wanted to play.
I've seen very few pro players do "cheese" so if they're fine with it then lower ranked players shouldn't whine. What most don't get is, all innovative builds started off as cheese. So it's best to learn those "cheese" plays so you can beat them and become creative when Hots is realeased.