As a baby, being shown in your birthday clothes is a 'shame-shame'. You get dressed up in the best to make you look good when presented to all visitors. That goes on throughout your life when you go for meetings with new school teachers, new friends, interviews for college, jobs, clients, future spouse, and so on up the hierarchy in life. You always have to show your best face, best foot forward, best behavior.
First impressions counts in millions. Never come as you are. If the other finds out the real you later, it doesn't matter. That first image has been accepted and it stays. Sometimes for live.
That's how the image generation business came about. The commercial part of everything. We wake up to that everyday of our lives, unless we move into the jungle. Everything great or small, good or bad, when presented in the best possible light becomes acceptable ranging from mild to great in demand, at times even creating riots when crowds scramble to grab the last morsels.
When institutions start to rot and find their ratings hitting bottom need to survive, they sometimes go for a rebranding. Nobody thinks of that as a lie. Nobody thinks of that as an illusion. It's all part of business, of life.
It's an open secret. To get people to keep their thoughts of you in your favor, to prevent a change in their opinions of you, you need to keep brainwashing them.
Humans, we are past masters of masquerade.