You bluff in poker all the time. Or are you telling the truth about your hand if asked, after every dealt you tell, just want to keep game honest.
Game is much about missleading your opponent, trying to confuse them, trying to guide your opponent with false info to give his money to you,etc.
To mobster, it gives great plesure, not only win/take your money, but win it by fraud. What is important its feeling of control. If that start to come priority to you, there just might be a little T.Soprano inside you.