A forsenic research has shown that we, even the best actor/actress among us, can't actually fake emotions totally. There are muscles in the face that can only react to genuine emotions and, to the trained eye, such details can't but be evident. I bet this study is of great use to poker players and the like but it also shows how hypocrisy can be so obvious for some and therefore cause be cause of discomfort, rather than falsehood-induced comfort.
So why trying to pretend, when it's so obvious? Stop being so hypocritical: it's not worth it.