Balta, I'm going to break some very sad news to you based on how you view people who "cheat" in baseball.
Since the beginning of time, a vast majority of players have participated in some form of cheating. The game has been defined by players searching for questionably minute edges that fall within the gray area of legality. Pitchers used to use spit, batters used greenies. Some players corked their bats, while others put a substance on their hat to get a better grip on the baseball. Some players went on to use steroids, while others used video technology to steal signs. One team stole data from another, while another lied about how much they were paying players so they could acquire more of them. The Braves weren't alone in that either as it was a widely known way of skirting the international rules. Some teams even went as far as to pay agents to smuggle players and then give them the upper hand in signing them - using force in SOME cases.
Every single era of baseball has had some form of cheating/one-upping to gain a competitive edge. If you told me as a senior in college that if I took steroids, I would have been a guaranteed big leaguer - supporting my family for generations to come via my income - I would have taken steroids I think. I like to tell myself I wouldn't, and for the record I have turned them down when offered but that was because the benefit wasn't guaranteed for me; had I been on the fringe of MLB, I would have absolutely done whatever it took to provide for my family.
You view all these things through some moralistic lens, but things are much foggier than the clear choice you are painting this as. Keuchel was provided a tool by the team to increase his production and value; greatly improving his families livelihoods and elongating his career, and from his side of things, everyone was doing it. Veterans, rookies, and coaching staffs were pushing and promoting it. Keuchel did what was not only best for his career and his future, but also what he felt gave him an even playing field with everyone else.
This isn't as simplistic as I don't cheat... these aren't decisions you've ever had to make in your life. I am not arguing that breaking the rules is OK, but I am certainly arguing that one voice speaking out against a culture of one-upsmaniship, in which everyone searches for questionable edges over their competition, was not going to change or do anything... and it doesn't make you a poor leader, it just makes you another player in the long line of players who did what they thought they had to do to maintain this life and to maintain this dream.