I posted these two links in another diary, but I thought they were worth their own thread.  These stories talk about Ernie Adams, who is Bill Belicheat's best friend, and may just be the guy who developed the Patriot's system of illegally spying on other teams.

http://www.commercialappeal.com/news/2008/feb/04/belichicks-buddy-behind-the-genius/

http://sports.espn.go.com/espn/eticket/story?page=adams

The ESPN article particularly talks about how he has a win-at-all-costs mentality.  And, he may just look at it as nothing wrong at all, in his overwhelming desire to win.