If reading your opponent is a strategy that confers advantage then it stands to reason that deceiving your opponent is as well.
Deceiving my opponent has the connotation of this happening in one instance. After you realize that you can't convincingly deceive your opponents in poker into perpetuity, it becomes a game of managing your image —revealing the right information while being conscious of information that you shared in the past (if you're playing someone skilled or perceptive, that is).
On the flip side, what an excellent game to help people pay attention to signals, figure out how to weigh them appropriately, and appropriately act on them when the situation calls for it.
Just because other people may try to lie to you, does not mean that you need to lie in order to succeed.
No one said "lying can't be used at all"