This is not that uncommon behaviour mostly in girls/young women but occassionally in males with mental health issues like borderline personilty disorder.

It's a bit like Munchhausens/Munchausen's by proxy in that it serves a pathological need to elicit care, sympathy and connection with others. But unfortunatly ultimately it's never enough, because the person knows that none of that attention is directed to the 'real me' which just further amplifies the need.

Although the deceit can be very upsetting and hurtful to the victims, I think your approach is the right one - to think of the individual as a very sad, unhappy and lonley person.