I worded it wrong. I meant the incentives are high for the signaling, but actually inverted for the acts.

My example was supposed to be that you are rewarded for looking fair, but it would actually be detrimental to be so.

Deception and hypocrisy, I think, are related to this, but I feel they are a little different, too. Don't know if I can explain why. So perhaps I'm just wrong on that feeling?