Call 'em out on it on the water. We are a self policing sport, so we should police ourselves. We get pissed off at Congress for not following the rules and policing themsleves, we get angry at the cops for pulling us over for a seatbelt violation when people are speeding around us and the cop ain't wearing a belt, and we get upset with our local elected officals go against the grain.
You don't need to ba an a-hole about it, but if the guy ignores you, well, you now know more about them then you both wished you did as far as integrity goes.