I don't think this is an issue of deception. Spaceylacie I can't say you are wrong in your business approach, since it's not about right and wrong.
I think this is a human issue, and if I can say the word on WW, a philosophical issue: Are people essentially 'good'? Am I safe in the world? Are people out to get me? How much do I need to protect myself?
If we run a business our answers to the above questions influence our business model. And although a business model may make money, we all have learned that money!= happiness.
IMHO, the thing that makes us safe in the world and happy in the world is heart to heart relationships. Our presumptions going into a situation influence the outcomes of the situation. If we are suspicious, fearful, mistrustful of people they will be the same to us. If we hurt and offend people they will want to hurt us back. We get back exactly what we put out. Have you considered the possibility that your own behaviour and protection schemes are bringing about your worst fears?
Of course there are people we should fear and mistrust. But not everyone is that way. We have to learn to tell who is who, and take the leap to trust. If we trust no one we are alone and miserable because we shut everyone out. Adsense can't fix that.
So if I can be so bold I think your best course of action, for a full, happy and rich life, is to learn to recognize trustworthy and good people, and SURROUND YOURSELF with them, both in your personal and business life.
Best of luck.