To misquote Polonius, “Neither a sucker nor a charlatan be.” People spend a lot of their lives deluding themselves, often spending vast amounts of money in the process. Don’t do that.
There’s good money catering to suckers. Being a charlatan pays. You help them along with their happy delusion, and they’ll love you for it. Don’t do that, either. It’s dumb to sucker yourself, but it’s loathsome to sucker other people.