I think that is what makes transparency so scary to many people - aside from cynical reasons. Society has long been accustomed to their hypocrisies and transparency forces people to change it and accept them.

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.