The move is ostensibly a shot across the bow for other cheaters: keep it up and you'll suffer an embarrassing fate. However, the ban raises questions about not just whether or not humiliation is an effective deterrent (if they cared about their reputation, why would they cheat?), but the ethics of ArenaNet's response. Some are concerned that this wasn't very professional, and that the security team should spend more time looking for game hackers than devising clever punishments. Players had been complaining about this culprit for a long while, after all, and it wasn't until they recorded a video that justice was served. This isn't necessarily an either/or situation, however, so here's hoping that the studio both improves its anti-cheating efforts and delivers the comeuppances that malicious gamers deserve.