I don't think it's cheating at all. These editors not only copy edit, but also engage with your work. It's a fantastic service that reduces time and increases quality - what's not to like?
However, when two Ph.D graduates are going up for a job, and the Harvard candidate has an additional paper or ten on the same or less effort, he has a leg up on the job market, and this may obscure the best researcher for the job. The committee is often not taking institutional inequities in account when looking for the best candidate.
While science is not a competition, the academic market for jobs has devolved into one.