B38 If Sharing ones authentic faces pays , then why the mask ?

 If we intuitively know that sharing ones authentic faces pays in the long run especially in terms of trust, sustainable relationships and partnerships , why is that we are tempted to put on "desired masks".

Especially in the online space be it on Linkedin Profiles, posts ,face book updates ,twitter feeds.

Is it the opportunity that self publishing provides ? Or is it that by pretending to be what you are not you increase your chances of being one step closer to what you think you ought to be ? Or is it something else ...

I wonder ?