Don't Cheat Yourself
I have seen businesses that cheat themselves.
I remember a kid I knew when I was young that liked to fool himself. He started by hiding money in his drawers, because it was so fun to find it latter. I remember one time he rang his own front doorbell, ran around and entered the house and answered the door, but no one was there. He had fooled himself and got a kick out of it.
There are a lot of businesses that fool themselves.
They serve an international clientele, but refuse to put up signs that would make life easier for their customers. They treat their employees poorly, that way the employees know who is in charge, and they retain only poor quality, unmotivated employees. They cut service and raise prices, and expect a gullible public will always come back.
It is probably ok for someone that knows better to play silly mind tricks on himself.
It is eventually disastrous for a business to disassociate their business decisions from the reality of their various stakeholders' perception.
Do unto others as you would have them do unto you.