Whenever I've watched The Wizard of Oz, I've always been struck by the same thing - that the actor who plays the Wizard, Frank Morgan, plays several other parts. There's always been something impressive about that level of reinvention (even separated from the movie's plotline about a middle-aged man pretending to be a magical wizard).
Essentially, lies (false identities) allow his figure to do so much more than any single persona could. Lies can offer the opportunity to reinvent your sense of self, to explore different aspects of your personality. And they can become overly seductive because of that.