I think most people at times put a "facade" and act as someone they really are not just hoping to build some successful relationships. And on the short run it does often work. But on the long run such relationships unfortunately fail most of the time. Because sooner or later the person will discover you are not quite who you pretended to be and will be disappointed. People like or dislike us for who we are, and if they liked you for the "facade" you put, and then realized it's not your real personality, that's going to lead to a problem. So it's always better to start your relationships with being real and honest, helps avoid lots of problems on the long run