It's now very dangerous to say someone looks like he isn't trying. Remember the 8 girls from WD got disqualified because BWF charged them with "not using one's best efforts to win a match"?
There's a difference between playing conservatively because you don't need to waste extra energy and purposefully playing crap in order to lose points/ mock opponent. They need to change the rule a bit. It's far too strict although I agree with their decision about the WD pairs.