Some of the worse cases of manipulation involve trickery -- covert or hidden influences on people’s choices, compromising their ability to make reflective and deliberative choices. Deepfakes might well be manipulative; often they are. Manipulators use sludge to their benefit; they put friction in our way and hide important features of the situation. When people buy goods that they wish did not exist, they lose time and money. Their lives may go much worse. Their freedom is at risk as well. Manipulation can be a form of theft. Social norms should stand against it. In the most egregious cases, so should law.