This is the trouble with cheating: there are no acceptable rules, or laws. It could be a smile, or dancing to a song that you considered to be indefinably 'ours'. It can feel like cheating to go to a restaurant that you used to go to with someone else. Keeping photographs of exes can infuriate, like retrospective cheating.
I wrote a song on the record called 'Flawed Design' and it's basically looking at that, and it was just exploring how everybody obviously has flaws. I think to embrace those flaws - enjoy them, embrace them - and actually be a real person is something that a lot of people struggle with, myself included.
I have an office full of product from brands trying to be in videos and an inbox full of songs from artists, but at the end of the day if the artist doesn't support the brand or it doesn't make sense for the song, then it will never work. What we do is try to pair them up so that both sides are happy.