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.
My first experiences of academic friendship made me smile in after years when I looked back on them. But my circle of acquaintances had gradually grown so large that it was only natural new friendships should grow out of it.