Hmmm ... Let me see if I can break this down then take a run at it :)
Is wearing masks was the same as being fake?
No I don't think it is... we wear different personas or masks for different situations, people and environments. Sometimes it may be a veneer of pleasantness when you are really feeling otherwise. Sometimes wearing the mask of professionalism is expected of you and must be cultivated in order to serve your profession to the best of your ability. So instead of saying its fakery, consider it as sometimes its simple survival where the wrong approach can be dangerous.
Is wearing masks, or acting a certain way on purpose, the same as lying?
Hmmm ... I suppose from a purist point of view it would be seen as such. But as I pointed out above, there are times and places for masks to be appropriate ... such as your family doctor's kind and caring manner (does he really care what so & so's third cousin did to her ex's brother's friend?) I deal with children, therefore I have a variety of 'hats' that require me to don in the space of a day... its part of my professionalism, does this make me a liar? no... only someone who wishes to serve the situation to the most optimum conclusion.
I think what I find troubling here is that I have a definite perception of what a 'mask' is... it hides things, changes things and makes the known unknown. Its one of the reasons I perfer to wear many 'hats' rather then 'masks' because it is still myself, only a different aspect... where as masks can hide the truth or reality.
For people that make a habit out of false fronts and masks, there are much deeper issues and I would find their intent before making a call on it. For some people masks are power, for others they are protection, then their are those that use them for subterfuge and camoflauge ... them Beware.
Now masks in magic or spirituality are something different ... Then they become powerful tools of the pysche allowing you to channel, re-enact, transform or step beyond reality.