The hidden costs of deception 

The Hidden Costs of Deception and When Dishonesty Becomes the Norm

By:John Kazerooni

Integrity should be the foundation of any professional service, yet in many industries, dishonesty has become alarmingly common—especially when dealing with the elderly and vulnerable. Under the guise of expertise, some professionals manipulate trust to serve their own interests, leaving individuals to bear both financial and emotional burdens. This is particularly true in industries like home repair, where customers must rely on the technical knowledge of contractors.

My recent experience with a roofing company serves as a stark reminder of the importance of vigilance in the face of deceptive practices.

A Leak Turns Into a Larger Scheme

On December 20, 2024, I noticed a leak from my porch to the patio. Since it wasn’t affecting the interior of my house, I decided to schedule an inspection when the weather permitted. On February 21, 2025, an inspector arrived to assess the situation. Instead of simply diagnosing the porch leak, he claimed my entire roof had suffered hail damage and general wear and tear—damage he insisted required immediate attention.

Concerned but skeptical, I contacted Nu Look Roofing, the original contractor that had installed my shingles six to seven years ago. They sent their inspector, Rick Selby, for an independent evaluation. Before even stepping onto the roof, Selby mentioned that the company no longer used the same shingles they had installed on my home. When I asked why, he explained that Nu Look had switched to a better supplier because the previous shingles were of poor quality. Yet, in a later conversation, he denied ever making that statement, claiming I had misunderstood him.

This revelation was unsettling. When I had my roof installed, I was assured that those shingles were the best available. Now, as problems surfaced, the company conveniently distanced itself from its previous claims.

Shifting the Blame

I asked Selby whether the wear and tear fell under my roof’s warranty. Instead of addressing the question, he quickly redirected the conversation to my insurance, insisting the damage was due to hail—an “Act of God” that was not covered by Nu Look’s warranty. He urged me to file a claim, citing a hailstorm on April 25, 2024, as justification for an insurance payout.

Trusting his expertise, I followed his advice and contacted my insurance company.

However, after conducting their own inspection, my insurance provider found no evidence of recent hail damage in my area. While they acknowledged that hail damage could have occurred in previous years, they informed me that since it was over a year old, I was no longer eligible to file a claim. As a result, they denied my request.

Nu Look Roofing also refused to honor the warranty on the very shingles they once advertised as high-quality and long-lasting.

The entire premise for filing an insurance claim had been based on false information. Rick likely knew the alleged hail damage wasn’t from the April 2024 storm—which had occurred miles away—but from prior years. Yet, instead of taking responsibility, the company attempted to shift the financial burden onto my insurance provider.

The Deception Behind Professionalism

This experience made it clear just how easily some professionals manipulate customers to avoid accountability. Nu Look Roofing, a company that once praised its own product, conveniently discredited it when faced with a warranty claim. Rather than standing by their work, they tried to divert my attention toward my insurance company, hoping I would pursue a baseless claim instead of holding them accountable.

The real issue wasn’t just hail damage—it was the poor quality of the shingles. But instead of acknowledging their responsibility, they attempted to cover up the defects by pointing the finger elsewhere.

Such tactics aren’t just dishonest—they’re predatory. Many homeowners, particularly the elderly, lack the resources to verify weather records or challenge expert opinions. These deceptive professionals exploit trust, using their authority to mislead customers into costly decisions that serve only their own interests. It’s a classic case of a wolf in sheep’s clothing—a business that presents itself as reliable but operates with calculated dishonesty.

A Call for Awareness

Unfortunately, this kind of deception isn’t limited to one company or industry. From financial advisors pushing unnecessary policies to contractors inflating repair costs, many professionals view dishonesty as a business strategy rather than a moral failing. It’s crucial—especially for older or more vulnerable individuals—to exercise extreme caution when dealing with service providers.

Here are some key takeaways to avoid falling victim to deceptive practices:

1. Always Verify Claims – If a professional insists on urgent repairs or suggests an insurance claim, do your own research. Check weather records, get second opinions, and carefully review warranties.

2. Document Everything – Keep records of warranties, agreements, and past conversations with contractors to hold them accountable.

3. Question Sudden Changes in Professional Advice – If a company contradicts its previous claims about product quality or service guarantees, challenge them and request written proof.

4. Beware of Diversion Tactics – Some professionals will try to shift responsibility onto insurance companies or external factors. If a company refuses to honor its own warranty, consider it a red flag.

5. Speak Out – Holding dishonest companies accountable helps prevent them from deceiving others. Share your experiences within your community to raise awareness.

Final Thoughts

Dishonesty should never become the norm, yet it thrives in industries where trust is essential. Professionals who exploit customers—especially the elderly and vulnerable—aren’t just unethical; they’re predatory. My experience serves as a reminder to stay vigilant, ask the right questions, and demand accountability from those who claim to serve us.

A wolf in sheep’s clothing is still a wolf. And recognizing them before they strike is the best way to protect ourselves from their deception.