“Faking it” is the same as “false sincerity” — it’s lying. The problem with lying is that you must constantly try and keep up with the lie; to whom you told the lie; which lie you told to back up the original lie — and so on. The truth does hurt; but in the end the people who will stick with you through that hurt art the ones you want in your life and your business. Rats stick together and always jump ship when there’s a problem. Don’t miss them eventually they’ll drown themselves.