I don't think it is "cheating" or "taking the easy way out" because once they commit to GB surgery they have to spend the rest of their life accounting for everything they eat. My sister had been friends with a guy since high school that had the GB surgery later in adulthood. He died as a direct result of not following the post-surgery eating guidelines that he was supposed to follow the rest of his life. I also know several who have had it that turned from food to alcohol and they are now skinnier than before but saggy and puffy because they are taking the wrong type of calories in. So in short, there is no "magic" answer or way to lose or keep excess weight off.
And that's why I see it as a form of taking the easy way out. There are some - and I know a couple of them - who think the surgery solves the problem. As you noted, it most certainly does not. It just gives them a head start as long as they are willing to do the follow up.
In all reality, if you burn more calories than you consume, you will lose weight. But anyone who has had to lose weight knows that this simple concept is much more difficult than it sounds.
I have also seen those who drink after the surgery and it's bad. Some think that the increased absorption rate is what causes them to become alcoholics, but I disagree. I think they are just substituting one addiction - food - with another addiction. If it wasn't food or alcohol it might be gambling, the internet, sex, or something else.