I think they can cut down on diving if they make a concerted effort and people within hockey actually make a point of handling things honestly. None of this false outrage like Julien in the video or Henrik Sedin or Marchand speaking out against diving while their teams are some of the worst offenders.
At the same time, refs need to be willing to call infractions without players making it completely obvious that a penalty has occurred. I don't think it's just a a coincidence that embellishment has increased as the number of penalty calls per game has dropped to a 30 year low and by the end of last season was about 50% of what it was in 05-06.
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