It's not cheating and there is plenty of control theire if you really learn it.
The heel-toe technique comes from tap dancing as back in the early days of the drumset most drumset players were tap dancers.
Get the Steve Smith DVD : Drumset Technique and The U.S. beat... he explains heel-toe and other foot techniques extremely well.
Speed comes from control learn how to control your foot. Your ankle should move for your feet just like your wrist does for your hands as a hindge.
*** This guy posted by Anointed_Drummer is using waaaaaay to much leg. You do not need to bounce your leg like that all you need to do is rock your foot back and forth from the ball of your foot to your heel.
See this clip for a beter example:
http://evansdrumheads.com/EVAMultimedia.aspx?VideoID=2650