Even the truth is seen through a filter. Like the story of the blind men and the elephant. I'm sure you have heard it, given it's popularity. Each one's frame of reference is different. I don't know that controlling the frame necessarily needs to be done in a deceitful way, and the frame will be controlled by somebody.
If you walk into your mother's house, typically she controls the frame. It isn't honest or dishonest. She just has her world view and you step into her world. Frame is about controlling reality, sure. That doesn't mean it is a lie. I mean to a certain extent any world view you can adopt is a lie, but it's not necessarily dishonest.
It's just things are too complex to be modeled perfectly in the human brain, or even well for that matter. So we all walk around with frames, and we often enter each other's frame. That is why atmosphere in a restaurant is important. They are creating a temporary new world for you. That frame control is not any more a lie than the atmosphere of a different style restaurant.
Frame is a hard thing to conceptualize for some. I'm not even sure if you know what I mean. This may even be considered an occult concept, given its ambiguity and obscurity.
You say the alternative is truth, but none of the blind men can perceive the entire elephant at once. Let alone the entire world and every available and unavailable fact, it isn't a lie for any of the blind men to take control of the narrative on how the elephant should be perceived.
