Why is it necessary to truly avoid exploiting the other party, instead of merely maintaining for them an illusion that they're not being exploited?
It’s not that you shouldn’t exploit them (though in most cases it’s grately beneficial to both parties if you don’t), it’s that if you’re doing it right, you don’t need to in most cases.
There’s always exceptions, but the concept of approaching any deal with a core principle of exploiting the other party is a flawed strategy.