After seeing the title of this article I was extremely hesitant to read it, as anyone who has worked in retail would be. But I'm glad I bit the bullet and proceeded anyway.
I have found that using a false persona in order to please others drains a lot of energy, both physical and mental. I am no expert in evolutionary biology, but I am sure that the ability that we as humans have to pretend to be somebody/something we are not was only ever meant to be used in short bursts, perhaps to blend in to the environment and escape predators and such.