This isn't deceit, it's called marketing

"How did you... How on earth did you guys do this?" After once more sending away the other participants, this time an additional ghost remained—Kassadin. 

His face painted with astonishment, Kassadin's eyes darted back and forth, finally resting on Alexander.

"We broke a cycle and utilized the rewards from that cycle to obtain instance-specific props. Not only did we completely restrain the chef, but Alexander also temporarily assumed the chef's identity using a prop," Edward explained.

"I'm fully aware that you've used these props to your advantage, but can any of you tell me whose bizarre train of thought led to not breaking the cycle but to running off to become a chef in Dining Hall No. 9?" 

Kassadin Imperial's mouth was asking, but his gaze, like Edward's, was fixed directly on Alexander. Who else but the man before him could have such unconventional thinking?