What's more important; winning, or ethics?

For those who aren’t aware, Tom Brady will finally be serving his 4 game suspension for his role in ‘deflate gate.’ His team has been cheating /caught cheating for many years now. During that time they have won 4 (uugh) Super Bowls.
The 1st year their coach and team was convicted, and subsequently punished for cheating, their coach also received the honor of Coach of the Year…..

If the NFL values morality and the fact that it’s players are role models, then WTF?

How can you be punished for cheating, AND be voted coach of the year? Tom will no doubt be inducted into the HOF. But they(NE Patriots ) have been caught red handed ,multiple times. They are, to any but Pats fans, cheaters…But they win.

Would you rather be a fan of a team that wasn’t good, but didn’t cheat? Or a fan of a team that won a lot but cheated?