I always look to it as a chance to educate people on how a E-bike can be a good thing.
Sure it's cheating, but that is the very reason to ride a E-bike. The main reason I cheat, is to cheat the hills and distance out of defeating me on getting exercise. Before E-bike, sometimes I would find myself choosing a car or riding one of my mopeds instead of a bike. Now, with a E-bike in the mix, I find myself using a car or riding a moped less often. So in the end, I get to educate them on how I get more exercise, not less, when I use a E-bike.