Clint Eastwood
Eff the Habs
I think players deny the penalties not out of class or sportsmanship but they're playing the long game. If he doesn't get hit and flinches (which is a normal human action but alas), he'll get a reputation as a diver and that reputation is not an easy one to shake. It'll give the refs a reason to not give you the benefit of the doubt in any situation in the future.