If people deceive in their online profiles it is because they perceive that these qualities are actually important enough to lie about.I would love to see some evidence that in terms of quality of long-term matches that this is actually the case.
The older a dater is the more likely it is that they have posted a profile picture in which they are younger.
Women appeared to used this form of deception more than did men.
(I personally suspect, though, that this gender difference has less to do with male versus female deception and more to do with how much make-up a woman wears in the middle of the day to a lab experiment compared to when out for a date.)They also found that the less attractive a person was the more likely they were to have lied about objective measures of physical attractiveness such as height and weight.
It is perhaps for this reason that studies have shown that, unlike this guy, lies on dating profiles are generally quite minor.
Men make themselves a little taller (by about 1”) and women make themselves a little thinner (by about 8 pounds).