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I am tending to agree with 33girl here ktsnake, maintaining an image (PR) different from our actual identity is creating a facade(lying). IF we need to lie, that is not a good thing.
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Off hand I can think of at least two of my current brothers (probably a lot more) that were very turned off by fraternities that promoted alcohol.
If they had met a drunk brother (in letters) at Bennigans during rush or something they probably would not have even considered my fraternity.
It's not a facade, it's just something that we can do to control our image. Since no one ever sees us when we're out doing 'reputable' activities I believe it's sound practice not to 'represent' when you're doing something that's not considered reputable.
It's such an easy thing to do that I can see no reason why you would do otherwise.