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These people are mistaking "be fake" with the old adage "We wear different masks for different people." Essentially, you wouldn't talk about your sex life with some rando on the internet or your cousin, but with your close friend at the bar when it's not very good and you want advice? Sure. Discuss your sex life with your SO? With a different tone than the guy at the bar, absolutely.
Masking is sometimes used as a negative term but it's actually very good for conforming to a given social group and feeling out what is and is not okay with that group. The more you get to know each other, the more you'll open up, and your mask will shift and fade as necessary.