Stealing signs...what's the big deal?

[Eja117]

This is the article that made me think about it, and I have a slightly difficult time understanding it, but here is the general question

http://sports.yahoo.com/mlb/news?slug=jp-twins100109&prov=yhoo&type=lgns


What is the big deal with stealing signs in baseball or football? Isn't that to be expected, a natural part of the sports and why they have disguises?

You don't hear about this much in other sports that I know of