In recent years, efforts have been made on various fronts to apply the lessons of Moneyball to soccer. I don't think diving is one of the statistics measured because if it were, it might happen a lot less. Poor tackles and holding usually occur when the player/team with the ball has the advantage. By diving instead of staying on your feet, you usually give away that advantage (unless you're in the box, have Ronaldo on your team taking free kicks, or can somehow hoodwink the ref into giving the other guy a yellow) and that doesn't make any sense to me. If you look at Messi in that video, his desire to stay upright allows him to keep the pressure on the defense in many of those situations, creating scoring opportunities and even points that would otherwise end up as free kicks. It seems to me that Messi's reluctance to dive is not some lofty character trait of his; it's one of the things that makes him such a great player: he never gives up the advantage when he has it.