A lie is subverting the truth.
Fantasy is it's own truth in the mind of the subject.
Selling a fantasy as a subterfuge is wrong as you are subverting the truth and not delivering what you promise to the subject.
Selling a fantasy when, with common expectation, the subject knows it's a fantasy, is fine. (i.e. One of my sites caters to somnophilias who fantasize that my content is real even though they read the front page disclaimer stating it's only fantasy)
But what's 'right' is relative and what's 'wrong' for me may be 'right' for you.
For some their moral imperative is that whatever puts money in their pockets is ok while others are driven by a different understanding of the world around them.





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