eg: let f = cell.contentView.frame
let fr = UIEdgeInsetsInsetRect(f, UIEdgeInsetsMake(0, 0, 0, 0))
cell.contentView.frame = fr
eg: let f = cell.contentView.frame
let fr = UIEdgeInsetsInsetRect(f, UIEdgeInsetsMake(0, 0, 0, 0))
cell.contentView.frame = fr