Well, the refs would have to call it, first. That would be the first stab at deterrence.
OU's o-line has held profusely since Mike Leach first installed it. And they've not been called for it. There's a certain point where, if you can't beat 'em, join 'em. I will say that I noticed our o-line holding some in the game this year, and don't recall them getting called for it either. So perhaps we're starting to go there.
It's no different than the soccer-flopping, really. Just another technique to get an edge, and if it's not going to have any negative consequences, why wouldn't you do it?
Sucks but that's the way it is. Sportsmanship is long gone.
Did you see the Texas DB (IIRC) who was holding his elbow as if he were injured during an OU drive in the 4th quarter? The clock stopped for him to depart. And he rolled over, put all his weight on that same elbow, got up, and went off the field. OU fans all think he was faking an injury. Was he? I have no idea. But it looked odd, so it's possible that he was.
As I said to TAFKAD on the holding, it's always easier to see those violations (or suspected violations) when it's the other side doing it.
And it's up to the officials to stop them from getting away with it.
Personally, I'd favor going back to the day when
any use of hands by the OL was holding. But now it's subjective, and you don't get consistent calls. As
everyone, not just like Mike Leach, says, they could call holding on every play. But they don't. So O-linemen hold as much as they can get away with. Even ones wearing burnt orange do this.
And, really, sportsmanship--or lack thereof--has nothing to do with that. Is an O-lineman supposed to let the defender rush past him and nail his QB in the backfield--maybe injuring him in the process--so that he can pat himself on the back for being a good sportsman? I don't think so.