I think there's an important distinction to be made between lying to potential users and lying to friends, family, or business partners.

Morality is ultimately about results. I mean, it would be ok to lie in order to prevent the apocalypse, right?

Lying to users could be justified as a means to an end, if the end is sufficiently worthwhile. Lying to someone close to you has a much greater cost due to its potential to ruin your relationship, create lots of emotional pain, and end up causing a lot of collateral damage.

Things should work out as long as everybody is clear about where the line is: white lies to potential users -- maybe ok; white lies to somebody close to you -- not ok.