It will get a lot less attention, but a similar one today with Rory. Do I think he improved his lie? Yes. Do I think this penalty would be applied fairly across the entire field? Absolutely not, since there wouldn't have been TV coverage, a good zoomed in angle, etc from 80% of the field. Really tough to figure out where to draw the line on this (golf has always relied on "self policing", and the use of TV/technology is still heavily debated).
Cheater. Hey, he set the rules.