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It's deception to an utter randomer, as well as to yourself.

You really need to be careful with lying to yourself like that. Being a whole integrated person who doesn't have to remember who he is and what lies he's told comes in handy.

Yes, but aren't there notorious liars that are doing pretty well in life?

If you measure "doing well in life" by money and power, yes.

If you measure by being a decent and content person, I'd have to say no.

What if I want to sell them something back?

Every good magician knows that True Names hold great power!

https://en.wikipedia.org/wiki/True_name