Richard, Duke of York, was true to himself.  He knew what he wanted, and how he planned to get it.  As for others, whose fault was it if they judged him by their own standards?  He knew his smile was false but saw no reason to admit to the fact.  They were the ones who were false to themselves, convinced they were loved by all, they could not conceive that one who hated them was so close by.  Honesty would have told them some would dislike them, but they could not face the fact.  It would be to their downfall.