Pretend what ? gotta be more specific than that.
Pretense is a self absorption glamor thing that people often do to themselves, but some don't mean to do it and some do it so often that they can lose their own identity. Some will do it on purpose because they are often self loathing and pretense is the only way they can be expressive. Your question is obviously self-centered because you didn't give enough information about what act gave you the impression that it was in fact pretense. This is why I generalize, but it's not only women that pretend... men do it far more often because most often see themselves as commanders of their domain and can not bear their own shortcomings.
I might sound like I know what I am talking about. Perhaps I'm just pretending... but ask yourself this, does what I say seem logical? If not, pretend it is. People even do that to train their own thought patterns so pretense is not necessarily always a bad thing. Have you ever pretended to fly? Or perhaps you were rich and famous? It doesn't hurt anybody and it's healthy for the mind. Though I do sympathize if someone else's pretense had made you feel uncomfortable.
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Women fake smile for many reasons.. some may be cause they are trying to act nice, or when they don't like a person and they just pretend to be their friends, they fake smile to make themselves look good/ interested the possibilities are endless....