We are so used to dissembling with others that in time we come to deceive and dissemble with ourselves.
If I pick up a book with spaceships on the cover I want spaceships. If I see one with dragons I want there to be dragons inside the book. Proper labeling. Ethical labeling. I don't want to open up my cornflakes and find that they're full of pebbles... You need to respect the reader enough not to call it something it isn't.