In my opinion "cheese" is cried in two instances. One is opponents that have different opinions about how the game should be played. When two people that just want to have fun meet they don't care about army lists and play anything. No Cheese. When two people that play WAAC(win at any cost) face off against each other they don't cry cheese because they are both playing hard core lists. "Cheese" occurs when the non-hardcore player meets the WAAC player. This is because one player wants to have a good time and the other wants to win, period. Usually the WAAC player will stomp the other leading to bad feelings between the two.
The other instance is what we call the WB player(Whiny B****). This player will scream "Cheese" whenever your units beat his, especially his "pet" unit/character, or pretty much whenever he doesn't win. The best defense against this player is to simply not play him. I know it can be difficult when you are at a store or club with players you don't know but I would recommend playing the game, chalking it up to experience, and refusing to play the WB player again until they grow up a bit.
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