Pretending to care is worse than not pretending to care.

It's hard to work against pretense, because pretending is lying, and shortcutting reality is hard to compete with, if people start to believe in the lie.

For example: I can promise to gift everyone a unicorn for upvoting this comment (thanks in advance!). Instead of working on a concept of how to make that happen, I can instead just pretend to work on making that happen and mostly work on selling that to you.

It's not necessarily easy, but much easier.