Don’t call the bluff of your friends, competitors and enemies. Build on it.
After all you cannot be held responsible for having believed in their bluff. Which bluff to believe and which one not to believe, is entirely in your hands.
Wisdom lies in making that choice and Liberty lies in exploiting that choice to your advantage without any compunction.
The best part of the spin off of Honesty is this! This is the core of all Commercial Honesty.