Yes, they run their fakes, but a good linebacker and line are taught to make their reads. If they make their reads, the fakes will have absolutely no effect. This is D1 football, not high school. To get to this level, a linebacker has to know how to make their reads. The QB, FB, TB can do whatever they want, the way the line blocks takes you right to the ball. There are so many different formations, plays, and philosophies that you cannot say that EVERY play is built on deception.
A straight dive from a split or single back formation, or a power from the I or maybe a power I, pitches, sweeps, and many other running plays there is absolutely NO deception. The back that does not get the ball usually is the lead blocker. Yes, you may have the QB run a fake after the handoff, but sometimes that is to keep the end honest and there are times they run that to see exactly what the end will do in that situation. If the end crashes in, then the next time they run that play from that formation the QB may just keep it. Most of the time one play sets up another. Now on counters or cross bucks and plays of that nature where the back may start one way and then run towards the hole or when two backs go different directions, then yes there is deception.
There are so many plays that are not built on deception, but outnumbering the defense or just overpowering them. Our front seven is going to line up and beat YOUR front seven. It is foolish to say every play is built on deception. How deceiving is a QB sneak on very short yardage?
Now, running a play action is VERY deceiving and almost always works. I am a huge fan on play action near the goal line on 1st and 2nd down.