Proposal

The "survival" strategy of the universe's energetic system is to learn of and anticipate the "known" and concurrently expect the "unknown."
Thus organisms with conscious connections to their surroundings learn to anticipate events and consequentially come to trust the accuracy of the anticipated.  And to distrust those signals that have not been to the same extent expected.  And the signalers learn in turn to make signals conform to their competitive and predatory needs, and thus these "deceptive" actions (as the more abstract thinkers have come to call it), have arisen and continue to fuel the evolutionary advancement of all purposive strategies.