The public issue usually comes when the photoshopping is discovered. National Geographic got huge public pushback when it became clear that they had "moved" Egypt's pyramids for a cover. And Iran came in for mockery when it became clear that they had photoshopped extra missiles into a launch photo.

Forgeries are hugely risky for legitimate organizations; if discovered, the backlash can hurt them quite a bit.

Fringe, extremist, criminal elements have used forgeries to further their goals, and they will do so with "deep fake" videos too.

But our society is dominated by organizations that run on trust. And those organizations will have to quickly learn (indeed, they are learning now) how to distinguish and filter out the deep fakes. Just like they did with fake letters, fake signatures, and fake photos.