Why is vim creating files with DOS line endings?

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http://unix.stackexchange.com – I have set fileformat=unix in my .vimrc, and yet if I create a file in vim (running in Cygwin) it persists in creating DOS files, and I have to run the little cotton-pickers through dos2unix to clean them. (I guess I don't really have to, since Git cleans them up for me, but it just bugs me to death that a Unix text editor, which I've specifically instructed to use Unix line endings is polluting them with extra garbage.) Why would this happen? How can I fix it? (And by "fix" I do not mean something that requires me to convert each file individually. That's not a fix. That's what's to (HowTos)