I hate those dives too.
Robben and van Nistelrooy make it some kind of national sport....
Problem is that there is not enough to loose for these diving players, and everything to be gained (i.e. ultimately the penalty, but also getting the opponent a card).
They referees always should give a yellow card to the player who he thinks dived. I know that sometimes a player who really was fouled could get booked by accident, but IMHO this would at least make the diver think.
As the sport is turned into a business, where winning is über-important, all tactics are used. IIRC it started in the Mediterranean countries.
Nowadays all acting talents are used to influence the referee: players diving, crying on the pitch, and trainers shouting and screaming.
It is all part of the "game".
And I hate it.
But if you don't use these tactics, you probably will lose.