This article lumps a lot of techniques together that are fundamentally different. The ones that are actual deception are not benevolent, and the ones that are benevolent are not actually deception. Deception is leading someone to believe something that isn't true. If a deliberate delay is added to a UI to make it clear to the user that actual work is being done, this is not deception. You are leading the user to beli…
It is deception. It's less obvious in case of a program, but imagine it when you're using some service in real life. You bring in a car for repairs, the mechanic says "right, I'm doing it now", goes to the other room and starts reading a newspaper. After some deliberate delay, fixes an obvious issue in a minute and comes back to you saying the job is done.
Still think that's not deceptive?