Some people pretend that they are Christian because they know it is an excellent disguise. Trump, for example, secured plenty of votes in this way.
Others pretend that they have psychic abilities. As psychics, they can attract followers on Youtube and then build a profitable business.
Some people pretend that they have reached a high level of spiritual insight, that they are awakened beings. This can also be financially rewarding.
Others pretend that they care about future generations and say that we have to do something to reduce our emissions of greenhouse gases. In this way, they can come across as very likable and considerate.
However, some people really are genuinely religious, some really do care about future generations and some people really have reached higher levels of spiritual insight. The problem is that you can never determine who is a bluffer and who is truthful and honest. You can never know if the Bitcoins he is selling are real or if his spirituality is a cover. (Well, eventually the truth will come out.)
So, what to do about this? It's simple. Don't trust anybody. It doesn't matter if they appear in mainstream media or social media. Watch out for tricksters and hucksters, high-browed and low-browed.
You know that people also cheat themselves. Therefore, don't even trust yourself.
