Why is it more moral for the developers to lie about their motivations? Surely, all else being equal, the developers being honest is a more desirable personali

Why is it more moral for the developers to lie about their motivations? Surely, all else being equal, the developers being honest is a more desirable personality trait. They could claim that it isn't just for watching pirated hollywood movies, but that would be a blatantly transparent lie. If they do not fear retribution, why should they lie?