In a perfect world, defenders would prevent attackers from even trying to go after their environments. By understanding why attackers would go after their networks and using overt deception—advertising to attackers that they will be deceived, defenders can reduce attackers’ incentives and drive them elsewhere. This talk covers two open-source technical tools to showcase this approach: honeypot credit card data and fake database user records that each drive down the value of the organization’s data without impacting business operations. By understanding the incentives that drive your organization’s would-be attackers, defenders can advertise their deception deployments to cast doubt on the value of that data–even if they have done nothing (deception about deception)!