I think it might be evolutinary for the same reason people are reluctant to openly question authority or hold it to the same standards and why public speaking is feared more than death - angering the big man could get your entire family killed.
It reminds me of one thing that Google faced backlash in Japan over with streetview - people worried about being caught shitfaced drunk and ashamed of it. Everyone knew that it was a norm that "everyone" does yet they were ashamed of it.
What we can do is stay as honest as we are, strive to be more honest, and more inviting and supporting of honesty, or becoming more dishonest. And you can of course still adapt it to another person; if someone is punishing people for being honest there is no reason to fall onto your sword, let them surround themselves with the kind of people they deserve, and keep your capacity and willingness for honesty for the people who deserve that. "Being honest" isn't this kind of absolute thing, but that doesn't mean it's not anything.
And hey, honesty can be quite disarming, especially when it comes with genuine goodwill, while dishonesty can trip people up. At the least, it costs a lot of resources to have various versions of the truth and juggle them constantly, the more that can be simplified the better. It really does help thinking. You can't think freely if you're not free, and that's a hell of a thing to give up.
Dishonesty only greases things in the very short term. Longer term, that grease degrades and gets fouled with all manner of dirt, resulting in damage to the "greased" parts.
In my personal life, I have two observations about being honest. First, honesty should be paired with treating others with dignity and respect. Second, not everything needs to be said. While you can lie by omission, often you can and should omit without lying. (A "lie" is a deliberate deception, and can be done without saying a word, or without saying anything that is factually incorrect.)
-- Rabbi J. Gordon