I don't usually worry about that. Most people need a little armor between themselves and the world and they will open up slowly as they trust you. A persona to handle daily interactions with others is not necessarily a bad thing.
So I think my line is drawn more at manipulative. I would consider someone too "fake" if they did it on purpose to harm others or help themselves at the expense of others. Someone who would act nice to you while trying to harm you. Most people, in my experience, do not rise to this level of fake, so, like I said, I don't worry about it.