I think everyone has his own right and shouldn't be opressed by an idea of "cheating" even if they are not, if they only live their own way..
Saying to someone that your busy when you're not isn't cheating, it's relaxing, if someone shoul always have a social contact this person couldn't think properly what he need to think..The idea of cheatiing, like you express it (or like I understand it), is a means of opression. ^^
Well after, it's maybe cultural or, it's maybe just that I didn't understood (google translation isn't surely the best way to do ^^)