Paula Radcliffe ran the fastest marathon ever by a woman running in competition with other runners in the 2003 London race. Cheating? Wash your mouth out. Who's cheating who?Paula Radcliffe taking advantage of male pacers to set a female record? Cheating or not? And the Bob Graham Round only accepts records if they are set with pacers, who are almost invariably rotated between sections, so a completely different philosophy.
In the Bob Graham (have you completed it @swansonj ?) those who run alongside are there to assure that each and every summit is visited - they act as 'witnesses' - a criterion the Bob Graham Club require to record the completion (not a 'record'). In my experience there was minimal pacing advantage from those running with us - the benefit was the company. But I'm sure others would appreciate the navigational aid and water/food carrying that company might offer. And there is a safety aspect too, if fell-runners are on the limit of their endurance. Over a 20+ hours endeavour it's the individual who sets their pace, not those acompanying.
My take on the Vienna extravaganza is that it is what it is: a time trial over the marathon distance. I fear that when a runner breaks 2 hours properly (ie in a race) their achievement will be depreciated because of today's media scrum/hyped effort. Think how the world would have received Roger Bannister's 'breakthrough' if some bloke had broken 4 minutes a month or a year earlier, in a time trial with pacemakers jumping in and out.